So, as I’m in the process of finishing up my next book, there is a good amount of content on what I used to think a friend was vs. how I define friendship now. As I was walking down memory lane of some, “What the hell was that?!” relational dynamics, I thought about how a few folks have told me, over the past year or so, that some of the friendships they thought they would be old and gray with are either nonexistent or not anywhere close to what it used to be.
Geeze. Ain’t it wild how some of the folks who you thought would be in your world for the rest of your life end up not even functioning in the same universe as you? And when you stop and look back on it, although there were probably a few things that you kept overlooking for the sake of keeping them around, there is probably one main thing that had you be like, “You know what? Enough is enough at this point.”
Why Do Friendships End?
Today, 12 women are going to share what their own final straw is. My motive for even bringing this up is because life is all about choices (did you know that we typically make between 33,000-35,000 decisions every single day?!), and one of the most potentially life-altering ones that you will ever make is who you choose to share your life with and influence your world by.
That said, you’ve got someone very close to you who you’re unsure about; maybe one (or more) of these experiences will provide you with the clarity that you seek — because time is precious…with relationships, we must use it very wisely.
*Middle names are always used in this type of content so that people can speak freely.*
12 Women Reflect On Why Their Friendships Ended
1. Reneé. 31. Friendship Ended After 10 Years.
Giphy“You ever had a friend who is just a lot of work? They’re fun, they’re funny and you have a good time with them. But you’re always their emergency contact — and it has nothing to do with their physical health. I just got tired of her always being in a crisis and never wanting advice about how to get out of her BS.
"She thinks that being a real friend means that you cosign on whatever she does and then that you bail her out whenever she does it. When you’re in college, it’s funny. Get past that age, and it’s draining.”
2. Angeleeya. 36. Friendship Ended After 20 Years.
“I’m sure you’ve heard the quote, ‘no person is your friend (or kin) who demands your silence or denies your right to grow’ by Alice Walker. My friend hates accountability, so she demands my silence. She’s always making poor decisions, which keeps me in a headspace that I don’t like to be in, which is denying my right to grow. I look back and think about how much time I wasted thinking that I was helping her when it was more like I was enabling her life.
"Now that she’s gone, I have more time to pour into me and my own needs. I miss her but not enough to give up what I got because I let her go — myself.”
3. Waverly. 28. Friendship Ended After Three Years.
Giphy“When I was single, my friend and I were fine. I can’t think of one fight that we ever had. When I got with my [now] husband, it was a little awkward; I thought we just needed to adjust things a bit. When that girl paid for her bridesmaid dress at the last minute, was a no-show at the rehearsal dinner, and came late to the wedding, and then was passive-aggressive the entire day — she didn’t wish me well, and I knew it. I waited until a few months to see if things would get better, but she barely called and had an attitude when she did.
"My husband said, ‘We can’t have people around who aren’t happy for us’ and I agreed. I tried to talk to her about it, and she kept saying we could talk later. Later turned into never. My number has changed, and I am fine with that.”
4. Mycah. 40. Friendship Ended After 9 Years.
“Have you ever had a friend who refuses to apologize but they want you to do it all of the time? They can do big s-it, and you should overlook it, but if you accidentally hang up on them while they’re in mid-sentence, they’re going to hold a grudge until you acknowledge it? That’s what my former best friend was like. Your best friend shouldn’t be so emotionally high-maintenance that you feel like you have to walk on eggshells just to keep the peace.
"Pretty much all of my other friendships are way easier and, at 40, if it’s going to be more difficult than it needs to be, I don’t want it — especially when it comes to dealing with other people.”
5. Chell. 26. Friendship Ended After Five Years.
Giphy“Don’t date a friend unless you both are on the same page about it. I lost my best guy friend because I developed feelings for him, and he was physically attracted to me. We decided to see if we could date, but I was emotionally ‘ahead’ of him. So when things turned sexual, I started to want something more, and he just wanted us to remain friends who had sex.
"I began to resent him, and that made him pull back. About six months in, our friendship became a weight. We’re still cordial — even a step up from that. We’ll never be what we were. It wasn’t worth it.”
6. Brayleigh. 43. Friendship Ended After 10 Years.
“I once had a very close girlfriend who just doesn’t take initiative. As long as I’m doing the calling, the planning of hanging out or taking girlfriend trips, she’s all about it — but if I am quiet and still, she can easily go weeks without us speaking. I know some people say that they can do friendship that way, but it annoys me; not just to do most of the work but that you think we should be each other’s closest reliable source and you’ll only connect with me if I put in the effort to connect with you.
"When I brought it up to her, what ‘took it there’ was her telling me that I was ‘a lot’ and ‘insecure.’ I think another thing that your closest friend should be is a place where you can be your most vulnerable. If I have to chase you down and get attacked when I share my feelings or something that you don’t want to hear about yourself, why are we even friends? She couldn’t answer that question. That was my sign.”
7. Isha. 23. Friendship Ended After Four Years.
Giphy“My closest guy friend started dating my closest girlfriend. Neither one of them told me about it until my guy friend found out that my girlfriend cheated on him — then, all of a sudden, he wanted me to do something about it. Long story short, he caught feelings, and she didn’t, and he tried to pull some ‘birds of a feather’ psycho-babble on me and act like her decisions reflect on my character. So, he said that he didn’t trust her or really even me anymore, and that put tension on the entire dynamic.
"He didn’t take accountability for hiding it from me either. We found ourselves not having much to talk about other than her, and that got on my nerves. We’re friends. We’re not best friends anymore, though. I side-eye her a bit for not telling me, too. She’s not off of the hook either.”
8. Daphne. 31. Friendship Ended After Seven Years.
“Back when I told Shellie that I thought she was petty for not liking her friends to be friends, she just said, ‘Keep living.’ I hate that she was right because the reason why my BFF and I are no longer is because she started to become like a clone, [a] parasite, something in my other relationships. Over the last couple of years of our friendship is when my career started to soar, and the folks who I was meeting, she would insert herself into my connections and try and get as much out of them as she could.
"Not only was it selfish and shady but it had those people looking at me crazy, too. When I confronted her about it, she took it as me being jealous and threatened. I thought it was gaslighting, and we had a big fallout over it. Keeping worlds separate isn’t a bad thing. The world is big enough that people don’t have to constantly be on your coattail to get what they want in life.”
Shellie here: The article that she’s referring to is “Why I Prefer My Friends To NOT Be Friends With Each Other.”
9. Evelyn. 30. Friendship Ended After 11 Years.
Giphy“My former friend was a liar. I don’t know how else to put it. It’s like she had four or five different lives going on. She would play holier-than-thou with me and literally be in these streets with other folks. It got to the point that I couldn’t trust her because the other sides of her were so different than who she portrayed herself to be with me. I think what hurt me more than anything was her thinking that I couldn’t handle us having different values. I still think she believes that we’re not friends anymore because of that when really it’s just because she’s not a genuine person.”
10. Deelah. 29. Friendship Ended After Seven Years.
“Shellie used to tell me that if you’ve got to keep tabs on your relationships, that’s your first sign that reciprocity is lacking. I love my [former] friend and there are times when I really do miss her. I just know that if I were to ever reach out to try and fix us, nothing is going to change. I’m going to do most of the calling unless she needs something, she’s always going to find an excuse for why she dropped the ball on my birthday, and I will eventually get sick of trying to get her to listen to my problems without her making them about herself. Even when I told her that I didn’t think we could stay close friends, she played the victim role. Friendships shouldn’t be harder than a relationship. Damn.”
11. Josephine. 33. Friendship Ended After 11 Years.
Giphy“My former BFF was never that great of a communicator. When you’re friends with someone, you try and take the good with the bad. Here’s what we’re not gonna do, though: You’re not gonna be on some ‘hey girl’ when you’re in my face and then taking shots at me on social media and acting like you don’t know what I’m talking about whenever I ask you about it. That’s how she handled all of our issues — not handling them and then putting our business out on front street.
"It started to feel like I couldn’t trust her, then it started to feel like she was out to get me and ruin how people see me but play innocent the whole time. I asked her to stop handling things like that and she was like, ‘I don’t know what you’re talking about.’ Since she didn’t want to respect my feelings, I had to get out of the friendship. It feels safer without her.”
12. Myla. 46. Friendship Ended After 39 Years.
“You know how they say that people are breaking up for half of the time before they get a divorce? I think the same thing about friendships. My former best friend has been in my life, most of my life, but I think we’ve been friends in name only since our late 20s. Sometimes, it’s the memories and what used to be that makes you think that you’re still bonded, but your lives don’t really mesh anymore. The final straw for me was looking at how she was as a wife and mom and it being so different from me.
"We found ourselves arguing more than taking each other’s advice or even just listening, and the more that happened, the more I realized that we had nowhere to go. Our kids are friends, and so we don’t get in the way of that, but now, it’s more like we do play dates than friendship bonding. I can’t really say it’s hard for me because I think I let her go a long time ago. The wasted time is what bothers me most because it should’ve happened before it did.”
____
I know, right? All of these stories are confirmation that if anything has layers, levels, and complexities, it’s friendship — and when it comes to close friendships, if anything can impact your life in a way that nothing else can, those would be it.
That’s why I think this type of content (check out “Is It Time To Initiate A 'Friend Divorce'?”) is important because, while ending a friendship can be hard, sometimes it really is necessary…sometimes it’s what you need to do to get to the next better thing for you.
An author by the name of Sylvester McNutt III once said, “Closure happens right after you accept that letting go is more important than projecting a fantasy of how the relationship could have been.” If that resonates with you, maybe it’s time to end a friend chapter and begin a new narrative.
If it is, take it from me and the 12 women I spoke with — that’s okay. Beneficial even…if you both are preventing each other from having better friends and, more importantly, being the best kind of friend to yourself. If it’s time, sis — break free and get free. Ultimately, it’s worth it.
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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
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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