I'm literally getting my Ph.D. because I felt like I wasn't good enough. Is that healthy? No. But will I stop overachieving? Probably not.
I should have probably stopped at the first master's degree, but I didn't. Instead, I got another master's degree. And when I decided to get my Ph.D. I told myself when I was applying to Ph.D. programs that I just wanted to be the smartest person in the room and that people would see my value because I am “Dr. Allen.”
I believed having a Ph.D. could make people view me as worthy and know how much I deserved to occupy space. People would undoubtedly see me as a difference-maker. They would think I matter.
I was wrong.
I remember moving to West Texas to start my Ph.D. program and truly believing this was the fresh start I needed, but every day, I was reminded of my Blackness. On the first day of class, I met my cohort, and of course, to nobody’s surprise, I was the only Black student. But I took it in stride, and I said if they just saw how smart I am they will accept me, and I’ll make friends because we are all in this together.
So I showed up every day, dressed nice, and smiled, but no one wanted to be my friend. I mean, they were nice, and they smiled when they saw me, but no one truly cared about me. I did not make one single friend, so during the first two years, I was alone because no one bothered to act like they saw me.
I pushed myself even harder and even faster. I decided to do the most in my power to be seen. I got all A’s, spoke at events, and won awards to show everyone that I was important. I volunteered to help out at events and even joined organizations.
People still did not see me.
I remember sitting in one class where a professor felt so uncomfortable talking about the experiences of Black women that she just ignored me. All semester, she ignored me. Even after voicing my concerns about her not talking to me or acting like I existed, she turned to my white counterpart to ask him, “Do you believe what Nia is saying?” Like my words and feelings were not enough coming from a Black woman. Luckily, he agreed with me and told the professor that I had been treated differently by her.
Even though he had my back, my professor just further validated my feelings that even in this space, getting the highest level of education, I am not enough, and who I am or what I have experienced does not matter. Because they don't see me.
The classroom was not the only place I was ignored. I was ignored at events, in the hallways, and even in the local community. It was like no one could see me, which made me feel like I could not see myself. I was determined to finish school earlier. They would see that once I got the “Ph.D.” letters behind my name, I mattered just as much as they did, and I fit in.
The one thing I set out to prove to the world was breaking me down in ways I never imagined.
I became stressed, so I pushed myself harder. My body fought back, but I did not listen. I gained over 100 pounds. I had constant anxiety and panic attacks; my skin broke out so bad I didn’t recognize who I was anymore. But I kept telling myself to just keep going; so I accelerated the speed.
That all came to a head in June 2022. I found myself in the emergency room because my heart was not functioning normally. I was hooked up to all these machines to monitor my heart, and finally, I got scared because here I was at 33, thinking I was about to die.
My 7-year-old son was going to lose his mother, and all the stuff that I wanted to prove so bad would not have mattered at all because the most important person to him in this world would be gone.
He knows me beyond my accomplishments. I am the person who fixes him breakfast every morning, laughs at his jokes, and cheers him on at soccer games. And to him, that’s just enough.
When the doctor came into the room to tell me my fate, I will never forget the first three words he posed to me, “Are you stressed?” And I took a long pause and just simply said, “Yes.” I replayed every single thing over in my head of what I had been doing: pushing myself harder, the burnout experienced from being the only Black person in a space, and the nights I cried myself to sleep. So yes, I was stressed, but who isn't, right? The doctor told me to monitor my stress, get some rest, and sent me on my way.
Rest? What is “rest” for Black women?
I made up my mind that the doctor did not understand the pressure I was under as a Black woman, and I just could not “rest.” Resting means I am doing nothing, and people would think that I am lazy, right?
So, I did not stop.
I kept pushing myself until one morning when I broke down and cried in the Starbucks parking lot after an anxiety attack. I had been pushing myself so hard that I was losing myself.
I remember sitting in a meeting with my dissertation advisor later that day. She told me, “Your priority in this world is your health, your son, and your family; everything else comes later. Don't let this degree stop you from realizing that and being able to enjoy those things later.”
She was right.
From there, I acknowledged how burnt out I really was trying to prove myself, push myself, and hustle for my worth.
I started to look back over my life and realized that I never saw my mother rest, and I know my mother sacrificed her rest for me. She wanted me to have the best education, she wanted me to go to undergrad debt-free, she wanted me to own my first car outright and she wanted me to have an advantage in life.
I realized I never saw any Black woman in my life ever rest. They were always on the go because they had to be, the world literally depended on Black women to change it.
But that ain’t my problem anymore.
I stopped to breathe and started focusing on me. I left the middle of nowhere Texas and decided to take my time with earning my Ph.D. And now, when people ask, “What are you going to do after you get your Ph.D.?” I simply smile and say, “Nothing.”
I won't lie; sometimes, the feeling of worthiness stops me, and it still does sometimes. I realized I equated my sense of being or feeling like I am enough to how many goals I achieved or how many degrees I get, a lot of Black women do.
So instead of putting my worth and value into the “Ph.D.,” I put it into me.
I made my dissertation about Black women and our power, and honestly, it fed me more. I put my own worth and value into the work that I do and only things I can control. For me to feel I am good enough and that I matter, I have to matter to myself. I learned to celebrate the wins, no matter how small or even how big. I learned to tell myself constantly that I am enough for myself and that being enough for me is okay.
Now, I can rest in the fact that the need to feel "good enough" is not worth dying over. It is not worth my son losing his mom.
I think as Black women, we push ourselves so much because we feel we have to show people we deserve to be in certain rooms. I thought by doing the most or being the best at every single thing I was proving that I was not only good enough but that I belonged, that I was deserving. But in learning that to feel good enough, I have to matter to myself. I have released myself from the standards of others and freed myself to accept myself.
I am worth it. I do matter. I am enough.
And I am more than deserving.
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Because We Are Still IT, Girl: It Girl 100 Returns
Last year, when our xoNecole team dropped our inaugural It Girl 100 honoree list, the world felt, ahem, a bit brighter.
It was March 2024, and we still had a Black woman as the Vice President of the United States. DEI rollbacks weren’t being tossed around like confetti. And more than 300,000 Black women were still gainfully employed in the workforce.
Though that was just nineteen months ago, things were different. Perhaps the world then felt more receptive to our light as Black women.
At the time, we launched It Girl 100 to spotlight the huge motion we were making as dope, GenZennial Black women leaving our mark on culture. The girls were on the rise, flourishing, drinking their water, minding their business, leading companies, and learning to do it all softly, in rest. We wanted to celebrate that momentum—because we love that for us.
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
How Les Alfred & Kayla Greaves Built Their "It Girl" Brands With Intention
It’s not always easy being an “It Girl,” but Les Alfred, host of She’s So Lucky podcast, and Kayla Greaves, beauty expert, reporter and consultant, never promised it would be. Instead, the two creators are forging their own paths based on resilience. Les originally launched her podcast, formerly Balanced Black Girl, from her bedroom in Seattle after creating fitness content elsewhere online.
Last year, she left her corporate job to scale the Dear Media-hosted series, which she rebranded earlier this year. Meanwhile, Kayla has worked as a journalist and editor, including for InStyle as Executive Beauty Editor. In 2023, she left the company to focus on consulting, hosting and speaking engagements.
Despite launching media careers from different pathways, the two New York-based women have forged a friendship where they can discuss their ambitions and challenges.
Both women are part of xoNecole’s It Girl 100 Class of 2025, recognized in the Viral Voices category for the impact they’ve made through storytelling, creativity, and authenticity. Together, they represent what it means to build an "It Girl" brand with integrity and depth. In the spirit of SheaMoisture’s "Yes, And" ethos, Les and Kayla embody the freedom to be multi-layered as women evolving boldly into every version of themselves.
This conversation has been condensed and lightly edited for clarity
On Forging Their Own Paths
Les Alfred: Being a Jane of all trades is incredibly challenging. And one of the challenges I've faced is that the scope of what podcasters now need to do has increased so much. When I first interviewed you in 2019, I was still very new at it, but I remember being on a Skype call with you from my bedroom in Seattle. That was how I ran the show. And that was good enough. That is absolutely not good enough these days. The scope and the quality keeps increasing, but the resources that you have don't necessarily increase in order to remain competitive.
I get asked so many questions from people who want to get into podcasts and they want to get started. Most of the time, I'm just like, 'I don't have tips for you.' Because, one, I don't know what it's like to start in this current environment. Two, I know what it takes to contend and be consistent in this environment. The barrier of entry is a lot higher in terms of having something of quality than it was before.
On Balancing Ambition and Rest
Kayla Greaves: I've had to make a very clear effort to slow down and just not take on as much. Yes, you're running a business, but you're also living your life. I had one of those days yesterday. I just laid down and listened to white noise for hours because I just needed my brain to just be clear. I called a friend. I cried.
I'm starting over again today. The sun is out. It's a new day. And that's just sometimes what you have to do. You can't show up for your audience or for other people, if you can't show for yourself. I think that creativity comes from a place of living your life and having genuine experiences, and then sharing those experiences through your art.
"I had to give myself permission to let myself grow publicly in ways that I'd already done personally."

Courtesy
On Evolving Through Growth and Rebranding
Les: I didn't create Balanced Black Girl until 2018, but I started blogging and creating content and doing things under the Balanced brand in 2014. I was 24 years old at the time. Now, I'm 36. The things that were important to me, the perspective that I had and the stories I wanted to tell were entirely different. I think I had to give myself permission to let myself grow publicly in ways that I'd already done personally. The show isn't really about wellness anymore. And that shift started happening a couple of years ago.
When we started expanding into more lifestyle topics, more self-help topics [and] talking about entrepreneurship, the audience responded really well. That was when the show really started to grow and take off. And that was what got so much more engagement than the episodes back in 2020 when I was doing hour-long deep dives on gut health.
Rebranding the show was something I've been thinking about for a long time. When I was finally like, 'Oh, I need to do this,' honestly, was the 2024 presidential election. I was like, these people are about to be in here acting crazy. I do not feel safe with my business name being what it is. I don't want to be targeted for any BS. We saw what they did to the Fearless Fund.
"You have to balance your integrity with your income."

Courtesy
On Integrity Over Income
Kayla: I have many other interests aside from beauty. I'm growing and I'm changing as a person. I'm not the same person I was when I started at InStyle in 2019 before the pandemic rocked everybody's world. I don't think reviewing every single lipstick that comes out is exciting or interesting, because everybody does it now, and everybody feels like they're qualified to speak on things that they're not qualified to speak on. I'm currently in that pain point of growth.
I don't think I have always been in environments where I've been encouraged to branch out on my own ideas. I finished Ina Garten’s memoir maybe a month ago. She kept repeating this quote in her book. She said, ‘What goes in early, goes in deep.’ Now that I'm on my own and I don't have the resources of a traditional media company, which is what I have become accustomed to, sometimes it's difficult for me to be like, 'Okay, just go ahead with the thing.'
I think, Les, just the other day, you reposted somebody saying that they let go of a five-figure deal and then got double the next day because it just didn't feel aligned for them. Those are the things that happen. I have to find a balance of, 'Okay, how do I keep myself afloat?' And that may mean I may not be balling out of control just yet, but I'm okay for now. I can buy myself nice things every once in a while, but you have to balance your integrity with your income.
Les: There are just certain lines that I'm not willing to cross. Especially when I created more wellness content, one of those lines was I will not promote any sort of weight loss product. All of these GLP-1s all want to advertise on my podcast. I actually have nothing against those types of products, but I don't ever want someone to look at what I'm putting into the world and think that I'm saying that they need to feel a certain way about their bodies.
Even if the money is great, that's not for me to say, and that's not the type of message that I want to put out here. Or, I had another kind of brand deal come through that would have required me to divulge things about my personal life that I just don't really want my audience knowing about me, and bringing them along on journeys that I just find personal and I want to keep offline. I don’t want to be known for dragging my mess all over the internet for a buck.
I don't want to be known for being an influencer. I would love to be 1,000% in on my podcast, scale it, have it grow to be a media empire where I'm producing and putting out other bodies of work. For now, until that other side of the business really picks up and gets to the point where I want it to be, I kind of need to play the influencer game a little bit to live in this expensive city. But I'm gonna do it on my terms. It's a constant compromise that I'm coming to with myself.
"You can never make a big vision come to fruition if you're sitting and you're waiting for somebody else to tell you exactly what to do."

Courtesy
On Mutual Admiration and Friendship
Les: Something that I really admire about you in having known you for the past couple of years is you don't wait for a roadmap. You jump in, you roll up your sleeves, and you do it. You can never make a big vision come to fruition if you're sitting and you're waiting for somebody else to tell you exactly what to do.
Kayla: Well, first of all, I want to say thank you for saying that, because that means so much to me, and it's very affirming. That's exactly how I feel about you. I remember, even at your first live show, you're like, ‘Oh my god, I'm so stressed. I don't know what I'm doing.’ And, the shit sold out. And, you know, and now, like, you see the growth of the podcast. And you have nearly 61,000 subscribers on YouTube. I just checked recently.
I talk a lot about people that really just need to not say anything on the internet, because it's so frustrating as somebody who grew up as a traditional journalist. You want people to fact check and ask thoughtful questions and have good conversations. I've never said that about you. I've always loved your podcast. And I've sent a lot of your episodes to friends when they're going through specific things that you're talking about.
This season has been a little bit slower to me, so you've been a constant source of inspiration, and it's just been such a pleasure to see your podcast grow despite the challenges you've had. I know it's not easy, but you continue to grow and continue to push through, and I really admire that as somebody who sat and cried yesterday and listened to white noise.
And this is why I tell you all the time, you really do inspire me. I love you a lot.
Les: Oh my gosh, I love you a lot. I'm so glad that the podcast brought us together.
Tap into the full It Girl 100 Class of 2025 and meet all the women changing game this year and beyond. See the full list here.
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