Upon first glance of Raye Raye's Instagram, one might mistakenly conclude the obvious--that she's just another pretty face who also happens to be really good at doing makeup, and that those two popular facts alone are the foundation of her Insta-fame. And then, more than likely, you'd find yourself scrolling down as far as 16 weeks deep into flawless selfies and product promos before dismissing Raye as “just another beauty blogger" whose 800K followers helped land herself at the heart of your Explorer page.
But trust us, you'd be wrong. Well, not about the pretty and popular part.
Raye Raye is not just another MUA. Take away the makeup and she'd still more than likely be able to sell you off her heart and humor alone. Which in all honestly, has probably helped with branding herself in a now saturated industry as “beauty blogging."
“It's funny and probably no one believes me, but before all this Youtube stuff, or before people knew my name, I didn't like to be the forefront. I'm shy."
I believe it. The humble ones usually are. When I had the pleasure of speaking with 25-year-old makeup maven Raye Boyce, I'd already did my research. Between her Instagram clips of infectious laughter and cutesy pranks on her husband and manager Eric, to her 500,000+ viewed video decoding the secrets behind a “flawless selfie" (hint: it takes like 50 filters and five apps), I knew Raye was different from her fellow beauty peers. She was refreshingly personable and unapologetically honest.
"My first time dabbling in makeup was when I was a junior [in high school]. I always played with it but never wore it out. It wasn't until senior year of high school that I started wearing a little bit of mascara, eye shadow and lip gloss.
I was always a tomboy. And it's funny because growing up, I don't know if my mom wanted a boy and that just never happened, but she used to give me cornrows like Queen Latifah in Set it Off and I'd have sneakers on. It was crazy. I didn't start becoming a girly-girl until senior year."
That might explain a few things. But Raye, real name Raytifa — “My father's name is Ray. My mothers's name is Tiffany. They like to make up names!" — doesn't just have another “ugly ducking" story to tell or sell (although ironically, she admits she was made fun of for her "duck lips" growing up).
Nope. She actually confessed that her success in the beauty industry, which has now afforded Raye the luxury of self-employment by way of huge advertising bucks, sponsorships, and even features in Elle Magazine, didn't come without tons of doubt and was indeed by way of accident. The Boston native, who moved to New York in an attempt to find herself while most of her friends were off to college, admits that her bad anxiety kept her indoors most of the time and, as a result, on social media.
"I would post pictures [on Facebook] like, 'Hey I got this $1 lipstick from the beauty supply store in New York,' etc. So another YouTuber- she was already in the game and she's an OG- she approached me like, 'Have you ever been interested in doing Youtube?' And I was like, 'Well, that sounds kind of stupid!' Why would I sit there and be all into myself on camera, putting make up on?' She was like, 'Just give it a try. Just do one video and if you don't like it, whatever!'
So I gave it a try and posted it. It was my 'Everyday Makeup' video and people liked it. And it got a lot of views for how small my following was. Then from there, it just blew up and people kept watching and I just kept posting. I didn't intend on becoming a [beauty] 'YouTuber,' I didn't even know what the heck that was.
Raye Raye Nicki Minaj Inspired 'Feeling Myself' Make Up Tutorial
And as the followers continued to amass, Raye would continue to post videos in her free time, steadily picking up traffic as she found herself flourishing in the online beauty industry. However, with the mini-fame also came the price to pay for it- the negative comments. Which was almost enough to drive a zen-like, carefree Raye Raye to call to log off for good! The biggest obstacle for me was putting myself out there.
"When I first got my little group of negative comments, I wanted to quit. I was like, 'I don't have to deal with this. This [doing make up] is a choice that I have. I don't have to put up with crap like this when I can be around people who love me and respect me and not deal with negativity from people that I don't even know.'
But at the end of the day, that's what [naysayers] want you to do. They want you to quit. And it's just not going to happen. (Mimics Mary J. Blige) 'Don't need your hateration and holleration' over here."
And thank God she didn't stop. Raye-Raye, who admits that she got into the online beauty business while it was still transitioning into the lucrative industry that it is today, has now moved to L.A. and lives entirely off her profession as a makeup guru. She also humbly broke down how one is able to bank off beauty.
"I realized I could do this full time like a year and a half ago because I started getting sponsors. It's funny because now and days, the girls that are coming into the YouTube game and blowing up, they are getting sponsors immediately. So like me, I wasn't part of the beginning era, but I was somewhere in the middle, and I didn't start really getting big sponsors that I could actually make a living off of until I had about 300,000 subscribers. So it had to get to that point for me to actually be full-time and make a living and be able to take care of myself.
At first, you would bank off of your "Ad Sense." Google allows companies to buy ad space on your videos so when you click it, you're able to make money, but (the pay) can vary in range depending on your followers. It can range anywhere from a few dollars to $100,000 [in ads] and that's if you have like, a million subscribers. And then comes the sponsorships from the brands. Makeup brands, if they have a new lipstick or palette coming out, they'll contact you, they will give you 'X' amount of money for YouTube placement in your videos. So that is where most of the money comes from too!"
So to put it humbly, she's living. With a combined social media following that ranges in the millions, as well as over an impressive 40,000,000+ YouTube views, the young makeup maven has not only been sponsored by some of the top beauty brands (Makeup Forever, MAC and Smashbox just to name a few), she has also been featured in a Pantene Pro-V hair commercial for her luscious curly locks as well. All of this thanks to makeup and of course, her fanbase of loyalists who Raye-Raye affectionately refers to as her "Bay-Bays" (Babies!), who she is 110% loyal right back to. So loyal that the makeup expert recently decided to get deeper than skin-deep when she revealed she had anxiety, in hopes of helping others deal with it.
“I would bring it up in my previous videos but it would be more like a joking matter. Like I'd say, 'Oh, I could never do that, with my anxiety, I'd go nuts…' But people actually caught on to it. They were tweeting me and emailing me like, 'I have anxiety and I have depression too- can you talk about it?'
Raye admits that the pressures of keeping up with social media, a huge following and a demanding posting schedule can be the source of her anxiety and spurts of depression, and it times she feels guilty for letting her 'blessings' get her down:
[Being in the public can] trigger it. And that's why anxiety, it's like a funny little thing. Because sometimes you'll think you're fine, until months and months pass, and time passed, and then you realize you were suppressing your feelings. And that whole time you thought you were fine, you were actually ignoring [depression] while still dealing with it.
It was like, every time I got a break from [anxiety] it was like, 'Nope! Here is another trigger!' And it was getting worse. But then I thought, 'I have some nerve to be complaining when I have all these things. I could be on the street right now in the rain, sleeping on the concrete and not have any food…I have health, I have a roof over my head, I have a husband, I have food and my family.' But it gets to the point where you keep suppressing it and you keep ignoring it and you help other people with their issues while ignoring yours, until you get to your breaking point. And that's what happened!
Luckily though, Raye admits that she has sought some self-help through plenty of prayer, self-awareness and the advice from trusted loved ones, which just so happens to be her mother in law as well as that of her boyfriend of eight years and husband of three years, Eric Boyce --“He was my first real boyfriend." After meeting on Myspace, the two decided to do the long distance thing for a while (Eric lived in New York while Raye was still in Boston), before finally meeting in person and as the fairytales go, "it was love at first sight."
“When we finally first met, there were a lot of laughs… I am such an awkward person! I'm that person that leans in to give you a hug and they head-butt you. That's me! But there was no awkwardness. We just had a lot of laughs and we ate a lot. I just knew from there he was the one.
[Tweet "We just had a lot of laughs and ate a lot. I knew from there he was the one."]
Raye humorously refers to Eric as the "Martin" to her "Gina," and it's clear to see why. All over her Instagram and YouTube, when the two aren't cracking jokes on one another, the adventurists are riding four-wheelers, helicopters and even recently, sky-diving.
So what could possibly be next for the girl who at 18 felt hopeless but by 25, managed to seemingly figure it all out?
"In 5 years, speaking it into existence as a business woman, I will have my own make up brand and it will be sold in stores and it will be successful. As well as other brands. And I also hope to get into real estate so hopefully I'll own some property. And as far as my personal life, probably some little kiddies running around. Some little Raye-Raye's playing in makeup, just a good future with my husband, with [our little] family. Me and my husband have spoken about moving out of the country. We really like Thailand… Maybe Japan or Hong Kong. We'll see!"
She came. She saw. She contoured!
RELATED
So, we handpicked one hundred It Girls who embody that palpable It Factor moving through us as young Black women, the kind of motion lighting up the world both IRL and across the internet.
It Girl 100 became xoNecole’s most successful program, with the hashtag organically reaching more than forty million impressions on Instagram in just twenty-four hours. Yes, it caught on like wildfire because we celebrated some of the most brilliant and influential GenZennial women of color setting trends and shaping culture. But more than that, it resonated because the women we celebrated felt seen.
Many were already known in their industries for keeping this generation fly and lit, but rarely received recognition or flowers. It Girl 100 became a safe space to be uplifted, and for us as Black women to bask in what felt like an era of our brilliance, beauty, and boundless influence on full display.
And then, almost overnight, it was as if the rug was pulled from under us as Black women, as the It Girls of the world.
Our much-needed, much-deserved season of ease and soft living quickly metamorphosed into a time of self-preservation and survival. Our motion and economic progression seemed strategically slowed, our light under siege.
The air feels heavier now. The headlines colder. Our Black girl magic is being picked apart and politicized for simply existing.
With that climate shift, as we prepare to launch our second annual It Girl 100 honoree list, our team has had to dig deep on the purpose and intention behind this year’s list. Knowing the spirit of It Girl 100 is about motion, sauce, strides, and progression, how do we celebrate amid uncertainty and collective grief when the juice feels like it is being squeezed out of us?
As we wrestled with that question, we were reminded that this tension isn’t new. Black women have always had to find joy in the midst of struggle, to create light even in the darkest corners. We have carried the weight of scrutiny for generations, expected to be strong, to serve, to smile through the sting. But this moment feels different. It feels deeply personal.
We are living at the intersection of liberation and backlash. We are learning to take off our capes, to say no when we are tired, to embrace softness without apology.
And somehow, the world has found new ways to punish us for it.
In lifestyle, women like Kayla Nicole and Ayesha Curry have been ridiculed for daring to choose themselves. Tracee Ellis Ross was labeled bitter for speaking her truth about love. Meghan Markle, still, cannot breathe without critique.
In politics, Kamala Harris, Letitia James, and Jasmine Crockett are dragged through the mud for standing tall in rooms not built for them.
In sports, Angel Reese, Coco Gauff, and Taylor Townsend have been reminded that even excellence will not shield you from racism or judgment.
In business, visionaries like Diarrha N’Diaye-Mbaye and Melissa Butler are fighting to keep their dreams alive in an economy that too often forgets us first.
Even our icons, Beyoncé, Serena, and SZA, have faced criticism simply for evolving beyond the boxes society tried to keep them in.
From everyday women to cultural phenoms, the pattern is the same. Our light is being tested.
And yet, somehow, through it all, we are still showing up as that girl, and that deserves to be celebrated.
Because while the world debates our worth, we keep raising our value. And that proof is all around us.
This year alone, Naomi Osaka returned from motherhood and mental health challenges to reach the semifinals of the US Open. A’ja Wilson claimed another MVP, reminding us that beauty and dominance can coexist. Brandy and Monica are snatching our edges on tour. Kahlana Barfield Brown sold out her new line in the face of a retailer that had been canceled. And Melissa Butler’s company, The Lip Bar, is projecting a forty percent surge in sales.
We are no longer defining strength by how much pain we can endure. We are defining it by the unbreakable light we continue to radiate.
We are the women walking our daily steps and also continuing to run solid businesses. We are growing in love, taking solo trips, laughing until it hurts, raising babies and ideas, drinking our green juice, and praying our peace back into existence.
We are rediscovering the joy of rest and realizing that softness is not weakness, it is strategy.
And through it all, we continue to lift one another. Emma Grede is creating seats at the table. Valeisha Butterfield has started a fund for jobless Black women. Arian Simone is leading in media with fearless conviction. We are pouring into each other in ways the world rarely sees but always feels.
So yes, we are in the midst of societal warfare. Yes, we are being tested. Yes, we are facing economic strain, political targeting, and public scrutiny. But even war cannot dim a light that is divinely ours.
And we are still shining.
And we are still softening.
And we are still creating.
And we are still It.
That is the quiet magic of Black womanhood, our ability to hold both truth and triumph in the same breath, to say yes, and to life’s contradictions.
It is no coincidence that this year, as SheaMoisture embraces the message “Yes, And,” they stand beside us as partners in celebrating this class of It Girls. Because that phrase, those two simple words, capture the very essence of this moment.
Yes, we are tired. And we are still rising.
Yes, we are questioned. And we are the answer.
Yes, we are bruised. And we are still beautiful.
This year’s It Girl 100 is more than a list. It is a love letter to every Black woman who dares to live out loud in a world that would rather she whisper. This year’s class is living proof of “Yes, And,” women who are finding ways to thrive and to heal, to build and to rest, to lead and to love, all at once.
It is proof that our joy is not naive, our success not accidental. It is the reminder that our light has never needed permission.
So without further ado, we celebrate the It Girl 100 Class of 2025–2026.
We celebrate the millions of us who keep doing it with grace, grit, and glory.
Because despite it all, we still shine.
Because we are still her.
Because we are still IT, girl.
Meet all 100 women shaping culture in the It Girl 100 Class of 2025. View the complete list of honorees here.
Featured image by xoStaff
Then there were those who gave up their zip code altogether and found a permanent home in the skies. After years spent recruiting students for a university, Lisa-Gaye Shakespeare became a full-time travel influencer and founded her travel company, Shakespeare Agency. And she's not alone.
These stories mirror the experiences of women across the world. For millions, the pandemic induced a seismic shift in priorities and desires. Corporate careers that were once hailed as the ultimate “I made it” moment in one's career were pushed to the back burner as women quit their jobs in search of a more self-fulfilling purpose.
xoNecole spoke to these three Black women who used the pandemic as a springboard to make their wildest dreams a reality, the lessons they learned, and posed the question of whether they’ll ever return to cubicle life.
Answers have been edited for context and length.
xoNecole: How did the pandemic lead to you leaving the cubicle?
Randi: I was becoming stagnant. I was working in mortgage and banking but I felt like my personality was too big for that job! From there, I transitioned to radio but was laid off during the pandemic. That’s what made me go full throttle with entrepreneurship.
Gabrielle: I moved around a lot for work. Five times over a span of seven years. I knew I needed a break because I had experienced so much. So, I just quit one day. Effective immediately. I didn’t know what I was going to do, I just knew I needed a break and to just regroup.
Lisa-Gaye: I was working in recruiting at a university and my dream job just kind of fell into my lap! But, I never got to fully enjoy it before the world shut down in March [2020] and I was laid off. On top of that, I was stuck in Miami because Jamaica had closed its borders due to the pandemic before I was able to return.
Randi O
xoN: Tell us about your journey after leaving Corporate America.
Randi: I do it all now! I have a podcast, I’m an on-air talent, I act, and I own a public relations company that focuses on social media engagement. It’s all from my network. When you go out and start a business, you can’t just say, “Okay I’m done with Corporate America,” and “Let me do my own thing.” If you don’t build community, if you don’t build a network it's going to be very hard to sustain.
Gabrielle: I realized in New York, there was not a lot to do for Black lesbians and queer folks. We don’t really have dedicated bars and spaces so I started doing events and it took off. I started focusing on my brand, Raw Honey. I opened a co-working space, and I was able to host an NYC Pride event in front of 100,000 people. I hit the ground running with Raw Honey. My events were all women coming to find community and come together with other lesbians and queer folks. I found my purpose in that.
Lisa-Gaye: After being laid off, I wrote out all of my passions and that’s how I came up with [my company] Shakespeare Agency. It was all of the things that I loved to do under one umbrella. The pandemic pulled that out of me. I had a very large social media following, so I pitched to hotels that I would feature them on my blog and social media. This reignited my passion for travel. I took the rest of the year to refocus my brand to focus solely on being a content creator within the travel space.
Gabrielle
xoN: What have you learned about yourself during your time as an entrepreneur?
Randi: [I learned] the importance of my network and community that I created. When I was laid off I was still keeping those relationships with people that I used to work with. So it was easy for me to transition into social media management and I didn’t have to start from scratch.
Gabrielle: The biggest thing I learned about myself was my own personal identity as a Black lesbian and how much I had assimilated into straight and corporate culture and not being myself. Now, I feel comfortable and confident being my authentic self. Now, I'm not sacrificing anything else for my career. I have a full life. I have friends. I have a social life. And when you are happy and have a full quality of life, I feel like [I] can have more longevity in my career.
Lisa-Gaye: [I'm doing] the best that I've ever done. The discipline that I’m building within myself. Nobody is saying, ‘Oh you have to be at work at this time.’ There’s no boss saying, ‘Why are you late?’ But, if I’m laying in bed at 10 a.m. then it's me saying [to myself], 'Okay, Lisa, get up, it's time for you to start working!’ That’s all on me.
xoNecole: What mistakes do you want to help people avoid when leaving Corporate America?
Randi: You have to learn about the highs and lows of entrepreneurship. You have a fast season and a slow season and I started to learn that when you're self-employed the latter season hits hard. Don't get caught up on the lows, just keep going and don't stop. I’m glad I did.
Gabrielle: I think everyone should quit their job and just figure it out for a second. You will discover so much about yourself when you take a second to just focus on you. Your skill set will always be there. You can’t be afraid of what will happen when you bet on yourself.
Lisa-Gaye: When it comes to being an influencer the field is saturated and a lot of people suffer from imposter syndrome. There is nothing wrong with being an imposter but find out how to make it yours, how to make it better. If you go to the store, you see 10 million different brands of bread! But you are choosing the brand that you like because you like that particular flavor.
So be an imposter, but be the best imposter of yourself and add your own flair, your own flavor. Make the better bread. The bread that you want.
Lisa-Gaye Shakespeare
xoNecole: Will you ever return to your 9 to 5?
Randi: I wouldn’t go back to Corporate America. But I don’t mind working under someone. A lot of people try to get into this business saying, “I can't work under anyone.” That’s not necessarily the reason to start a business because you're always going to answer to somebody. Clients, brands, there’s always someone else involved.
Gabrielle: I went back! I really needed a break and I gave myself that. But, I realized I’m a corporate girl, [and] I enjoy the work that I do. I’m good at it and I really missed that side of myself. I have different sides of me and my whole identity is not Raw Honey or my queerness. A big side of me is business and that’s why I love having my career. Now I feel like my best self.
Lisa-Gaye: I really don’t. For right now, I love working for myself. It's gratifying, it's challenging, it's exciting. It’s a big deal for me to say I own my own business. That I am my own boss, and I'm a Black woman doing it.
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Featured image courtesy of Lisa-Gaye Shakespeare
Originally published on February 6, 2023