It has been almost four years now (y’all, where does the time go?!) since I wrote a piece for the platform entitled, “I Was 'Ghosted' By My Best Friend.” Although I personally don’t do social media, I do check in on different accounts from time to time and I recall some people saying in the comments of one of ours that if a BFF ghosted me, we were never friends, to begin with. Yeeeeeah, I beg to differ because I know parents who have “ghosted” their children, spouses who have “ghosted” their partners, long-term people who have "ghosted” their relationships, and yes, friends — genuine friends — who have “ghosted” their friends.
Telling Signs of a Serial Ghoster
To me, the thing that I think isn’t discussed enough is the kind of people who are serial ghosters (folks who run more from and avoid situations rather than dealing with them head-on). Because when the traits of ghosting are in you, it really doesn’t matter what kind of relational dynamic you are in — more times than not, when it gets to be too much for you (whatever “it” might be), you’re gonna “get ghost” regardless. Therefore, it’s up to the rest of us to know what the signs of ghosting look like, so that we can decide how deep we want to go with these types of individuals.
That said, it is from both my personal experience along with the observation of other individuals and their relationships, that I’ve come up with seven pretty spot-on indicators of a serial ghoster — ones that can spare you a lot of pain or at least shock, should someone like this decide to up and ghost you one day (hey, it happens to the best of us).
1. Vagueness
Just so we’re all on the same page of what I’m talking about here, one definition of ghosting is “the practice of ending a personal relationship with someone by suddenly and without explanation withdrawing from all communication.” And you know what? If someone has done this to you before, I’m willing to bet some pretty good money that, whether it was when you were first getting to know them or towards the end of the relationship, you picked up on signs of them being vague. You’d ask questions that wouldn’t get direct answers. You’d inquire about things that, while they were all for you talking about them, they had little to say.
While in some areas, you felt close to them, in others, the two of you couldn’t be more distant. And if you really think about it, wouldn’t a ghoster being vague about stuff make a lot of sense? Because if you’re not being clear or direct about your feelings, thoughts, or actions, that typically means that there are some walls up. And if that is indeed the case, that makes it easier to up and one day just…vanish.
2. Inconsistency
People who know me know that if there is one thing that I loathe — LOATHE — it’s inconsistency. Shoot, I’d rather you be consistently mean as a bat than sweet as pie on Monday only to drastically switch up on Wednesday. Consistent people can be trusted (even if that means, as Regina King’s character said in A Thin Line Between Love and Hate, “trusting you to be you”) because you know what you’re dealing with and there is something that is super refreshing about that. That said, serial ghosters lack consistency. One day, they are “all in” the relationship, and the next, they are trying to gaslight you into thinking that you are “doing the most.”
What you need to always remember when it comes to this particular point is consistency speaks to character and reliability. If you can’t say, without absolute certainty, that someone is reliable in your eyes, something is “off” and ghosting is definitely a possibility.
3. Selfishness
How selfish people have friends is beyond me, chile. Because, how are you able to maintain anything if the only thing you really think about is yourself? And yet, I bet if you really “sat in it” for a moment, you could think of at least three people in your world — whether it’s personally or professionally — who are selfish like a mug. Case in point — I know a guy who knows how to charm the pants off of just about anyone to the point where, until you really get to know his core, do you even pick up on how selfish he really is? But boy, be in a jam where you need his help and watch him go from kind and funny to a total assh--e if he can’t find a way to rationalize helping you to benefit him (for instance, posting on social media what he did, so that everyone can think he’s a hero).
Those of you who are fans of ghosting may not choose to see it this way (and that’s fine), but I don’t see how ghosting isn’t a selfish act. If you are in a personal relationship with someone and you suddenly remove yourself from the situation, surely you don’t think that the other person is benefitting from that; surely, the only person who you’re actually considering is yourself. And while you might want to rationalize that it’s a form of self-preservation, stating where you stand, setting boundaries, and/or removing yourself from the situation is the far more mature approach. If you don’t believe me, tell me how mature you would think it would be of someone to up and, out of nowhere, ghost you.
4. Non-Committal
The former friend that I referred to at the beginning of this? After doing some shady stuff in her marriage and then telling me during that time that she’s not sure if she’s ever really loved anybody, I really should’ve taken all of that to heart because what she was really saying is she struggles with commitment — and someone who rolls like that? They most definitely have the potential to ghost you. And here’s the thing — anyone can feel the wrath of a commitment-phobe. I mean, just think about it. Commitment-phobes run from deep emotional attachments. Commitment-phobes don’t like making long-term plans. Commitment-phobes never really let you know where you stand with them. Commitment-phobes act like accountability is “suffocating them.” Commitment-phobes are hot one day and cold the next. If just reading this caused you to immediately think of someone in particular, that’s not by happenstance. Your conscience is trying to alert you to the fact that you just may have a serial ghoster in your world. For the sake of your heart, don’t take that lightly.
5. Perfectionist (Kinda)
You might not’ve seen this one coming, but just hear me out. Have you ever paid attention to how people who ghost others talk about the situation? It’s usually something along the lines of, “I don’t have time for that BS. I deserve better.” Yeah, one day, sooner than later, I’m gonna write an article about how deserve is earned, by definition of the word (“to be worthy of, qualified for, or have a claim to reward, punishment, recompense, etc.”) and a lot of people are out here talking about what they “deserve” while thinking that they shouldn’t treat others in the way that they would like to be treated. And you know what? Anyone who says that they would prefer to be ghosted is lying. I don’t care how much a ghoster ghosts other people, it’s usually not until it’s done to them that they realize how utterly disrespectful it can be.
Anyway, let me get on to my point about this trait of serial ghosters — watch out for people who hold others to a bar that they don’t even keep themselves. It’s like, no matter what you do and how hard you try, to them, it’s never good enough; yet somehow, you should accept whatever crumbs or fickleness the ghoster offers you. Yeah, don’t even get me started on how a lot of ghosters are also narcissistic as hell (check out “3 Warning Signs You're In Love With A Narcissist” and “What If It's Your Parents Who Happen To Be The Narcissists?”). For now, I’ll just say that some ghosters will justify ghosting on the grounds of someone not being “good enough” to them when they are actually not all that impressive in the relationship their damn selves. Yeah, people who are ego maniacs or who lack humility typically have no problem with ghosting folks. Watch out for them. That kind of arrogance is dangerous.
6. “Passionately Shallow”
Another trait of a serial ghoster is the fact that they tend to be quite charming. Yet, strangely enough, at the same time, no one can really say that they know them. Not when it comes to anything of any real depth or relevance. A part of that is because, again, oftentimes ghosters have huge ego issues which is why they don’t want to face issues head on — they would rather run than really deal with things because dealing requires revealing.
Also, serial ghosters don’t usually care for anything deep and meaningful. As long as stuff can remain on the surface, that’s comforting for them because shallow doesn’t require very much intimacy. So, while they may be all about making sure that you have a good time, if you are looking for something heartfelt or long-term, they are probably going to disappoint you — more times than not.
7. Reactive Instead of Proactive
Which One Are You Reaction GIF by Dr. Donna Thomas RodgersGiphyLast one and this is a biggie. Because of all of the other traits that I just shared about serial ghosters, please hold close the fact that they usually are not very proactive as it relates to maintaining relationships. They aren’t spending a ton of time trying to figure out how to support you, meet your needs or keep the relationship going for the long haul. They would rather disappear and come back and apologize (usually when they want something else or more from you) than show up on the front end of…just about anything. And because they are this way, it means that, with a ghoster, 8.5 times outta 10, you are going to be doing most of the work. And you know what? 9.5 times outta 10, it’s never worth it in the long run.
An author by the name of J.M. Darhower once said, “Worse is loving someone who disappears and never knowing if they’ll come back. Because how do you move on if you’re not even sure they’re gone? The answer is—you don’t. When you spend most of your life chasing ghosts, eventually, you become one.” This is absolutely why I wrote this article — so that you don’t allow the destructiveness of serial ghosters infect you to the point that you become one of them.
There are other more mature and responsible ways to handle relationships, even when it’s time for them to come to an end, than ghosting. If you’re constantly being ghosted, please raise your bar. If you are a serial ghoster, please seek help. There’s nothing admirable about vanishing outta people’s lives and karma tends to handle ghosters with a vengeance. Never say that you weren’t warned.
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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
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
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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