
Two things that I wasn't allowed to do much of during my adolescence was wearing black or wearing make-up. While my religious upbringing may have played a role to a certain extent (I grew up Seventh-Day Adventist although I consider myself to be a disciple now), something that my mother used to say about black is, "you've got forever to wear something so dark" and, as far as make-up went, "one day, you're gonna thank me when you age better than a lot of your friends who have all of that stuff on their face."
Now that I'm in my 40s, while I definitely own some black clothing, it's rare that you will ever see me in it, even at funerals because my brain is wired to wear a more "joyful" hue. And as far as make-up goes, while back in the 20s I rebelled, all it really did was cause my skin to break out more. So, once my 30s rolled around, I focused more on skincare. Since then, waterproof mascara and lip color are my mainstays yet it's rare that you'll see me with a full face on. And yes, my mother was right — I get complimented on looking younger than my age all of the time.
That's why, while I definitely think that a "beat face" is an art form and there is certainly nothing wrong with going "all in" when it comes to cosmetics, I also think that balance is important and that there are some really good reasons to consider going without make-up on your face, at least once a week. And while there is actually a myriad of them, I'm gonna share eight solid ones today.
1. It’ll Save You a Ton of Time
It's not until my hair is in a protective style that I realize how much time I save not having to style my hair on a daily basis. Again, while it's been a hot minute since I've had concealer, foundation, eyeshadow, blush, etc. on, when I sit and think about how long it would take me to "do it right" when it came to applying make-up back in the day, lawd, it had to be at least 30-45 minutes. Now that I think about it, oftentimes "putting my face on" is what caused me to be late to certain things. So yeah, when I think about a top reason why going without make-up can sometimes be a really good idea, the amount of time — time that you will never get back — that you will save is definitely a top one.
2. It Can Save You a Boatload of Money Too
I'm thinking that it's no surprise that the beauty industry is a billion-dollar one and we as Black women are a huge part of that. Yet when you break it down into how much each of us spends, guess how much reports say that is? A whopping $15,000 in our lifetime which basically boils down to being somewhere around $40 a month. Y'all, that is a freakin' car!
So, if money is currently tight and you're looking for a way to keep a few coins in your pocket, going make-up-free sometimes could end up being the money-saving hack that you didn't know you were missing.
3. Your Skin’s Texture Will Improve
Is your skin's texture a bit on the rougher side? If so, make-up could be the culprit (especially if you make a habit of sleeping with it on). Although we're literally shedding 30,000-40,000 dead skin cells every minute of the day (pretty crazy, right?) when we've got make-up all over our face, that makes it hard for those cells to leave which results in clogged pores and a rough texture. Once I personally started focusing on improving the health of my skin instead of covering up my "flaws", my own skin's texture started to become baby smooth. These days, I will put rosemary oil on my face in the day and sweet almond oil on it at night, and whew — the glow and softness are truly unmatched. Straight up.
4. Your Pores Can Breathe
Something that I have is larger pores (check out "10 All-Natural Ways To Make Your Pores Appear Smaller"). It's a huge part of the reason why, even in my 40s, I still get pimples from time to time (especially around my period…which yes, still comes, right on schedule, chile). And while I am well aware of the fact that things like foundation can help to protect my schedule from the outer elements, I also know that it can do a real number when it comes to clogging up pores which can lead to breakouts. That's why, when you do wear foundation, it's best to avoid one that is oil-based. And in general, you really should give your pores a break sometimes by going without putting anything on them, so that you can do things like exfoliating and steaming your face which will give your pores can get a break and deep cleanse them so that your complexion can become/remain nice and smooth.
5. It’s an Anti-Aging Hack
Tell me something — when's the last time you actually read the label on your favorite cosmetic brands. If you never have before, I recommend that you do because a lot of these companies use all kinds of chemicals that may produce pretty hues and temporary visual effects but long-term…uh-uh. If they're not irritating your skin, they can dry it out which can result in fine lines and wrinkles over time which can cause you to look older than you actually are — if not immediately, eventually.
This is another reason why going without make-up sometimes is a smart thing to do. If you want your Black to not crack, you need to be intentional about moisturizing and pampering it. Yes, we've got melanin on our side, but constant make-up use can do some real damage to us, just like everyone else if we're not careful.
6. It Can Do Wonders for Your Self-Confidence
Something else that my mother used to say often is, "Make-up shouldn't change; it should enhance." Do I like my eyes more with a couple of coats of mascara? Definitely. Are my lips super on-point when they've got a liner and some gloss on them? Chile, listen. Still, I've gotta admit that it has done my self-esteem a lot of good to know that if I go out with absolutely nothing on, I'm still a cutie pie because the face God gave me is just fine as is. There's no way I would've come to that conclusion if I didn't go without make-up. And a woman who is truly, genuinely and fully self-confident? She radiates beauty in a way that cosmetics could never ever do for her.
7. It Will Keep You from Totally Relying on Cosmetics
Back when I was in high school, I went to school with a lot of white girls who literally lived in a full face of make-up. Because of what I said in the intro and also because the girls of other ethnicities (including my own) didn't put on nearly as much, what white girls sent themselves through was pretty fascinating to observe. That was until I saw some of them without any make-up on and then I was like, "Please put it back on. How quickly can you do it too?" The moral to the story here is when you are so consumed with cosmetics that you literally look like an entirely different person when you take it off, that can put you on a cycle of being super reliant on it because you don't feel like you are pretty or appealing without it because you have literally created another face. And that can be a dangerous way to approach how you see yourself.
8. Natural Is Sexy
I'm not sure why so many women get triggered when they hear men say that they don't particularly care for a lot of make-up because what that basically boils down to is they are all about your wake-up face and what in the world is wrong with that? Even as a woman, when I see someone who is fresh-faced in pictures or even when I'm out, she causes me to do a double-take because 1) I dig the self-assuredness and 2) it reminds me of a compliment a man gave me years ago that still remains on the forefront of my mind — "Thanks for remembering what you look like."
Can you be sexy with make-up on? Sure, you can. There is something about how cosmetics can put an "explanation point" on our looks that is undebatable. Still, when my mother's husband once said that the thing that he liked most about her beauty is the woman he went to bed with is the woman he woke up with, I totally got where he was coming from. Going without make-up and letting your natural beauty shine through is always sexy AF because you're saying that "I know that I am sensual and alluring, just as I am" — and who can't be turned on by a woman who feels that way…about herself? Exactly.
Featured image by Getty Images
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
It Girl 100 Class Of 2025: Meet The Empire Builders You Need To Know
She's a boss, and she's minding the business that pays her. Literally and figuratively.
Whether she's launching her next business venture, turning passion projects into paper, or building her side hustle into a legacy, she's proof that visionary women don't wait for a seat at the table. She builds her own, then pulls up a chair for the next woman. The empire-builders of xoNecole's 2025 It Girl 100 lead with purpose and profit, spinning their "why" into wealth.
This year's It Girl 100 is a mosaic of brilliance, spotlighting entrepreneurs, cultural disruptors, beauty visionaries, and boundary-pushing creatives who embody the spirit of "Yes, And." This digital celebration honors the women who embrace every facet of themselves, proving you can chase the bag and still honor your desire to live life softly.
The women repping for the Business category are empire builders shaping the next generation of entrepreneurship, as founders, investors, and CEOs, shifting culture while expanding their brands and their net worth.
Here's the roll call for xoNecole's It Girl 100 Class of 2025: Business.

Artist and Founder of GROWN Media Kaya Nova
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Kaya Nova
Her Handle: @thekayanova
Her Title: Artist and Founder, GROWN Media
Who's That It Girl: Kaya Nova is the artist-entrepreneur whose voice bridges melody and empowerment as the founder of GROWN Mag and GROWN Media. We celebrate her for turning her artistry into activism, creating music and experiences that honor womanhood, vulnerability, and the beauty of becoming your full self.
Her "Yes, And" Statement: "Yes, I'm multitalented and I'm powerful beyond measure."

Founder and CEO of Vineyard Icon Erin Goldson
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Erin Goldson
Her Handle: @eringoldson
Her Title: Founder and CEO of Vineyard Icon
Who's That It Girl: We are inspired by Erin Goldson, brand marketer and founder of Vineyard Icon, a platform celebrating Martha’s Vineyard culture and creativity. She blends strategy and community building with effortless polish to turn ideas into impact.

Founder and CEO, My Happy Flo Necole Kane
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Necole Kane
Her Handle: @hellonecole
Her Title: Founder and CEO, My Happy Flo
Who's That It Girl: Necole Kane is a media mogul and entrepreneur who founded NecoleBitchie.com and xoNecole.com. She now leads feminine wellness brand My Happy Flo, advocating for women's hormonal health through plant-based supplements and holistic solutions.

FORVR MOOD Co-Founder and Content Creator Jackie Aina
Credit: Kirstin Enlow
Jackie Aina
Her Handle: @jackieaina
Her Title: FORVR MOOD Co-Founder and Content Creator
Who's That It Girl: A trailblazer who changed the face of beauty forever, Jackie Asamoah built a legacy on authenticity and advocacy. We love her for redefining luxury through inclusion and for reminding women everywhere that self-care is a radical, joyful act.
Her "Yes, And" Statement: "Yes, I'm owning my power and finding balance in it."

Founder and Investor Shannae Ingleton Smith
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Shannae Ingleton Smith
Her Handle: @torontoshay
Her Title: Founder and Investor
Who's That It Girl: Shannae Ingleton Smith is President and Co-founder of Kensington Grey, an influencer agency representing 200+ creators. A former media sales executive, she now invests in creator-led startups, including 12PM Studios.
Her "Yes, And" Statement: "Yes, I’m breaking ceilings and expanding the table."

Founder of LORVAE De'arra Taylor
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De'arra Taylor
Her Handle: @dearra
Her Title: Founder of Fashion Brand LORVAE
Who's That It Girl: We celebrate De'arra Taylor as the founder and CEO of LORVAE, an eyewear brand built on reinvention, confidence, and bold individuality. Her creative direction turns sunglasses into statements and community into a lifestyle.

Founder of The Lip Bar Melissa Butler
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Melissa Butler
Her Handle: @melissarbutler
Her Title: Founder of The Lip Bar
Who's That It Girl: Melissa Butler transformed The Lip Bar from a kitchen concept into a multimillion-dollar movement. We honor her for challenging industry norms and proving that boldness, beauty, and business brilliance can coexist unapologetically.

Director of Cultural Strategy & Innovation Denetrias Charlemagne
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Denetrias “Dee” Charlemagne
Her Handle: @dcharlemagne
Her Title: Director of Cultural Strategy & Innovation, Walmart
Who's That It Girl: A powerhouse behind purpose-driven partnerships, Denetrias Charlemagne bridges culture and commerce at Walmart with grace and innovation. We honor her for amplifying representation in retail and using her platform to build spaces where authenticity and excellence thrive.

Chief Brand Officer at Unrivaled Kirby Porter
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Kirby Porter
Her Handle: @kirbyporter
Her Title: Chief Brand Officer, Unrivaled
Who's That It Girl: Strategic, visionary, and driven by impact, Kirby Porter is building the future of athlete branding. We’re inspired by her as the founder of New Game Labs and Chief Brand Officer at Unrivaled, showing that strategy can be soulful and sport can be storytelling.

Founder and CEO of EveryStylishGirl Nana Agyemang
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Nana Agyemang
Her Handle: @itsreallynana
Her Title: Founder and CEO of EveryStylishGirl
Who's That It Girl: A journalist turned founder, Nana Agyemang built EveryStylishGirl to amplify Black women in media. We love her for opening doors, building pipelines of opportunity, and using her voice to change the face of modern storytelling.
Her "Yes, And" Statement: "Yes, I'm a boss and I'm still soft."

Vice President of Content at ESSENCE Nandi Howard
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Nandi Howard
Her Handle: @itsnandibby
Her Title: Vice President of Content, ESSENCE
Who's That It Girl: We are inspired by Nandi Howard, Vice President of Content and Editorial at ESSENCE. Her leadership elevates Black culture with clarity and celebration and shapes the stories and standards that move audiences.

Founder of Sisters In Media Oladotun Idowu
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Oladotun Idowu
Her Handle: @ola_idowu
Her Title: Founder of Sisters In Media
Who's That It Girl: We celebrate Oladotun Idowu, entertainment marketing leader at Campari Group and founder of Sisters in Media, for bridging brands and culture while championing women of color across media. Strategy and purpose guide her work.
Her "Yes, And" Statement: "Yes I'm walking into rooms with boldness and grace knowing that God has way more in stored for me."

Founder of Fortune & Forks Krystal Vega
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Krystal Vega
Her Handle: @krystalvega
Her Title: Founder of Fortune & Forks, Multimedia
Who's That It Girl: Krystal Vega’s work lives at the intersection of innovation and influence. We celebrate her as a next-gen entrepreneur shaping digital spaces where women of color lead confidently, create fearlessly, and build legacies beyond the screen.
Her "Yes, And" Statement: "Yes, I'm that girl and so are you."

Founder of Fortune & Forks Naomi Wright
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Naomi Wright
Her Handle: @naomiwrighttt
Who's That It Girl: Naomi Wright leads with style, purpose, and power. We’re inspired by her for building platforms like Fortune & Forks that merge beauty, business, and bold self-expression, proving that influence can be both impactful and intentional.

Entrepreneur and Podcast Host Emma Grede
Shutterstock
Emma Grede
Her Handle: @emmagrede
Her Title: Entrepreneur and Podcast Host
Who's That It Girl: Emma Grede is CEO and co-founder of Good American, and founding partner of SKIMS. She's a podcast host and the first Black female investor on ABC's Shark Tank.

CEO and Founder of TFNA Entertainment & Sports Management Kia Brooks
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Kia Brooks
Her Handle: @kiajbrooks
Her Title: CEO and Founder of TFNA Entertainment & Sports Management
Who's That It Girl: Entrepreneur and mother, Kia J. Brooks leads TFNA Talent Agency, representing top athletes and creatives. She’s known for breaking barriers, negotiating record NIL deals, and empowering others to build generational wealth.

Sports & Entertainment Brand Manager Des Dickerson
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Des Dickerson
Her Handle: @itsurdestinee
Her Title: Sports & Entertainment Brand Manager and Media Strategist
Who's That It Girl: Des Dickerson is a sports and entertainment brand manager and media strategist who works with top athletes and entertainers to elevate their platforms. She is recognized for creating innovative partnerships and driving visibility in sports and entertainment.
Her "Yes, And" Statement: "Yes, I build opportunities for athletes and entertainers and I transform them into lasting influence."

President of Collective Edge Management Shayla Cowan
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Shayla Cowan
Her Handle: @shayla_pc
Her Title: President, Collective Edge Management
Who's That It Girl: Shayla Cowan is an award-winning producer and President of Collective Edge. She's produced blockbuster films including Girls Trip and Beast, championing boundary-pushing storytellers and innovative artistry in entertainment.

Co-Founder & CEO of Fearless Fund
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Arian Simone
Her Handle: @ariansimone
Her Title: Co-Founder & CEO, Fearless Fund
Who's That It Girl: Arian Simone champions women of color in venture capital. She advocates for economic justice, investing globally in women entrepreneurs and addressing funding disparities rooted in racism and sexism through resilient, purpose-driven leadership.

Founder of Global State of Women and Seed, Valeisha Butterfield
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Valeisha Butterfield
Her Handle: @valeisha
Her Title: Founder of Global State of Women and Seed
Who's That It Girl: Valeisha Butterfield Jones is a globally recognized leader in tech, entertainment, and politics. This year, she created the Global State of Women platform, providing emergency grants to women facing high unemployment rates.
Founder and Content Creator Ava PearlCourtesyAva Pearl
Her Handle: @avapearl
Her Title: Founder and Content Creator
Who's That It Girl: Ava Pearl is the founder of Curly Culture and Curly Con LA, initiatives that champion natural hair and foster community within the beauty industry. As a beauty and lifestyle content creator, she is dedicated to creating impactful content that inspires authenticity, confidence, and self-expression.
Her "Yes, And" Statement: "Yes, I’m rooted in authenticity and rising with purpose."
Now that you've met the ladies about their business, see who else made our list. 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.
Featured image by xoStaff









