I've never understood why people loved candles. Yes, they smell nice, but in my opinion, they can get a little pricey. Even a six-dollar candle makes me question its value. But one night, as my roommates and I were making an impromptu Target run, we ended up on the candle aisle. Next thing I knew, I picked up two candles of my own to purchase. One was labeled "peace + tranquility" and the other was called "stillness + purity." I need all four of those things, so I thought why not indulge in a couple of candles in the name of self-care?
Since I was in the midst of my journaling challenge, I lit a candle, poured a glass of wine, and put my pen to paper. I felt this sense of calm and ease. It might have just been the wine, but the rose water fragrance of the candle was nice. The next morning, I lit it again and soon after, I was lighting my candles so often each of the 4 oz candles had burned out — and I missed them. Even when burning them sans the wine, I felt relaxed and calm.
Suffice to say, I am now a candle lover. And as such, I decided to do my due diligence by putting you on to some candles out here too. Here are five black-owned candle companies to support the next time you want to sit back, relax, and set the vibe.
The “Josephine” Luxury Candle by Harlem Candle Company
Harlem Candle Company
Teri Johnson's Harlem Renaissance-inspired candle company has been a long time favorite of candle lovers. Their 4 oz travel candles make it easy to take your new favorite scent on the road. Their essence of opulent amber candle inspired by Josephine Baker is one of my favorites.
Heart of Wakanda Candle by Frères Branchiaux
Heart of Wakanda
Founded by three brothers from the DMV —Collin, 13, Ryan, 10, and Austin Gill, 8. Frères Branchiaux serves up their 100% hand-poured soy candles with a side of philanthropy donating 10% of proceeds to DC homeless shelters. You may not be able to visit Wakanda, but the candle's vibranium has a blue hue.
FuckBoy Repellent by Posh Candle Co
Posh Candle Co
If you're reclaiming your time from dating, Tay Watts' Posh Candle Co. has a candle to help keep the fuckboys away.
New Orleans Magnolia Bloom Candle by Southern Elegance
Southern Elegance
Missing the essence of the south? D'Shawn Russel's southern-inspired candles will remind you of home, whether you're dreaming of the streets of NOLA or missing the Southern sunshine.
HOME Candle by LIT Brooklyn
LIT Brooklyn
Although the HOME candle was made by accident, it is LIT Brooklyn's founder Denequa Williams' favorite scent because, as she puts it, "It's the way a HOME should feel, warm and inviting." And we agree.
Featured image by Getty Images
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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
