Friends. How many of us have them? Friends. Ones we can depend on? The older I get and the more time I spend on this planet, the more I think Whodini straight up preached in those lyrics. It really is true that, if you've got even one friend to speak of, you are truly blessed because, let's be honest—we humans are a trip out here. Two flawed individuals who are trying to make any type of emotional connection work is a feat within itself. But man, when one of those folks is fake, opportunistic, low-key envious, disloyal or simply doesn't know what being a true friend consists of, they can send you on an emotional roller coaster ride that is truly unlike any other. You can find yourself being a friend to someone who is literally the worst kind of enemy.
I've been there. Oh, have I been there. And to prevent you from experiencing the complete and totally WTF moments I have or maybe even help you recognize if you've got a pattern of having "non-friend friends", here are seven signs that just because you call someone your "friend" doesn't automatically or necessarily mean that they are even close to being a real one.
1. If You Weren’t Reaching Out, the Two of You Wouldn’t Communicate
There is someone I know who considers me one of her closest friends. Chile, no I'm not. For one thing, in order for us to be bosom buddies, I have to be able to get in on that decision (some of y'all will catch that later) and second, I haven't heard from that girl in months upon months. The funny—or not so funny, depending on how you look at it—thing is that, the last time I saw her, I told her that I wasn't going to initiate contact anymore, that the next time we spoke, it would be if/when she reached out. When she asked why I was implementing that little rule, I told her point blank, "Because the only reason we speak as much as we do is because I am the one who checks on you." She laughed it off and said I would hear from her the following week. Like I said, that was months ago.
I already know that when I see her again, she's gonna be on the flattery tip; she always is. And you know what? I ain't even mad. On a lot of levels, she's cool people. But are we actual friends? Nah. My friends call me. I call them. They email me. I email them. There's a consistent mutuality that exists—consistently so. This girl? She's basically just a nice person. There's no love lost. It's just that she's not in my inner court by any stretch. (If you want to know what I mean by that, check out "Always Remember That Friendships Have 'Levels' To Them"). Her total lack of initiative proves that she doesn't deserve to be.
2. Their Needs Are an Emergency While Yours Aren’t Even a Priority
When I wrote the article "Life Taught Me That True Friendships Are 'Inconvenient'", what I meant by that is, if you are truly committed to someone and they are truly committed to you, there are going to be times when both of you are inconvenienced. Your friend might need you to stay up with her all night as she grieves the breakdown of a relationship (or friendship), or you might need a few bucks from them in order to pay an unexpected bill. In my friendships, it's not a second thought for me and my peeps to have each other's backs; it's a given. Oh, but there is a woman I know who is stingy as all get out. When she needs something, not only is she quick to ask, but she pretty much assumes that I'm gonna come through. Why? Because I always have. But the past 5-6 times that I've asked her for something, she has always had an excuse. When I brought it to her attention, she even had an excuse for her excuses.
Listen, maturity will teach you that no one owes us anything in life. But if you've got a so-called friend who always expects you to help them out, even though they do not show up for you in a pinch—sis, that is not a friend. That is a user.
3. They’re Your Friend in Your Face but Shady Behind Your Back
A wise person once said, "The person who hears other people talking behind your back but does nothing and might even join in is called an acquaintance. But the person who has a problem with it, will call them out, or will call you and tell you about it, they are a friend." I agree with this to a large extent. If I were to change anything, I would say that anyone who claims to care about you on some level and joins in on gossip about you is not really even an acquaintance. Low-key, they are a hater. Also, based on what your friends know about you and how you react to things, it may not be a good idea to bring certain things directly to your attention. Sometimes, that could make matters worse instead of better. What a true friend will do is handle it and squash it. They will definitely give yappers the impression that they are the last person who should bring up anything negative about you. Point blank and period.
I'm telling you, it can be a hard and oh-so-painful lesson to learn that some people aren't your friend for friend's sake. Nah, they just want to be around you in order to collect information to spread around. So yeah, if you can't say, beyond the shadow of a doubt, that the people close to you wouldn't tell your business, throw shade or stab you in the back outside of your presence, are they really your friend? Somehow, I doubt it.
4. They Are Low-Key Competitive
This is an area where I've had bad friends and been a bad friend. That's why I'm not big on building close relationships with folks who have low self-esteem. People like that dislike themselves so much that they don't have a clue how to be happy for other people, celebrate other people, or not feel like they constantly have to one-up other folks. When it came to those who were closest to me, yes, I used to be that kind of person sometimes. I resented them for how they looked, what they had, or even the quality of men they dated. And that turned everything into a bitter battle of competition—or straight-up bitterness.
It is damn near impossible for anyone to love someone else when they don't even love themselves. If you've got someone in your life who always makes you feel like they are trying to outdo you, not only is that exhausting but that's pretty toxic. Friends relish in each other's come-up; they don't compete with it.
5. They Are Narcissistic AF
I grew up in an entertainment industry household. Then, I became an entertainment writer which meant that a lot of my social circle consisted of entertainers and whatnot. Boy, did it take me for-e-ver to recognize that something that automatically came with this reality was knowing a lot of narcissistic people--oodles and oodles of 'em. And just how can you know that you've got a narcissistic "friend" in your space? They're always right. They can never be corrected. Sometimes they build you up, other times they tear you down (and you never know which person is going to show up). They constantly need attention and validation. They are control freaks (including when it comes to your life, if you let them). They're disingenuous. They don't take responsibility for their actions (ie. they deflect…a lot). They refuse to empathize with your feelings and needs. They don't apologize. They act entitled. They have split personalities (or are moody as hell). They wouldn't know a boundary, if it slapped them in the face.
Whew. You know what this all boils down to, right? They are basically emotionally abusive individuals. And abuse, in any form, should never be used in the same sentence (or context) as healthy friendship.
6. They’re Dismissive AF Too
So, I live in Nashville and not too long ago, we had a pretty devastating tornado. The way that it affected me personally is I didn't have electricity for about a week. (You can't even begin to process just how deep that is until it actually happens to you). As I was waiting to "get back on the grid", I had to find ways to rig up getting a charge, like using a car charger or going to a mall to work on my laptop. Anyway, there is someone who could've made all of this so much easier and they live a bike ride away. When I asked if I could charge up for an hour, they talked about how they wouldn't be home all day, so they didn't know when I could. When I asked a few days later to do the same thing, they wrote me late at night talking about they don't check their email as much as I do, so they missed the message. Hmm…that's interesting because when they needed some of my press contacts for a project they are working on, they replied back to back to my responses within an hour. And when they wanted my opinion on some of their music, I heard from them right after sharing my insights. It's basically been like this for years. Would a true friend be like this? I doubt it.
But here's the thing. Sometimes, we keep people around and allow them to have some of the same benefits that our real friends have because they're not bad people. It's just that, as you start to define your own boundaries and expectations, you realize that they don't deserve the same access and privileges.
For me, a "boundary" that I am learning to set is to not be close to dismissive people. Dismissiveness is a subtle form of folks not giving AF. And when you take into account what the actual definition of the word is ("indicating lack of interest or approbation"), it's basically a low-key form of disrespect. True friends take an interest in your life and your needs. Anyone who, through their words and/or actions, shows that they don't...they are not much of a friend at all.
7. “Safe” Is the LAST Word You Would Use to Describe How You Feel Around Them
Probably every fourth article that I write, I mention how important the word "safe" is. That's because it is. When you feel safe, you feel secure. When you feel safe, you're not wondering if someone is going to hurt or harm you. When you feel safe, you are confident that the people in your life are reliable, they have your back, and you are never alone to deal with the ups or the downs of this world. Something else that's cool about the word "safe" is there is no "kinda" to it; either someone makes you feel safe around them or…they don't. If when you just read all of this, you found yourself squinting because a couple of people came to mind who definitely caused you to be unsure, that is a very telling sign that they are not as good of a friend as they should be or as you deserve. No matter how long you may have bestowed the honor of the "friend" title upon them, they need to be demoted. Because a friend who isn't safe isn't a friend at all. Not. At. All.
Feel me? Please tell me that you feel me. And more importantly, tell me that if someone fits this bill, you will make some much needed adjustments ASAP. So that some real friends can come into your life. People who are as far from these signs as possible.
Want more stories like this? Sign up for our newsletter here and check out the related reads below:
Pettiness, Moodiness & Other "Friendship Irritants" To Work Through
What If You Love Your Friend...But Don't Like Her Anymore?
Feature image by Giphy
- Friend Divorce: How To End Friendships - xoNecole: Women's ... ›
- 5 Signs Your Closest Friends Are The Most Envious Of You ... ›
- Warning Signs Your New Friend Is An Opportunist - xoNecole ... ›
- Signs You're Dealing With A Toxic Person - xoNecole: Women's ... ›
- 10 Strong Signs You Have A Toxic Friend - xoNecole: Women's ... ›
- 7 Signs You're Your Own Best Friend - xoNecole: Women's Interest, Love, Wellness, Beauty ›
- Subtle Signs Your Friend Doesn't Like You - xoNecole: Women's Interest, Love, Wellness, Beauty ›
- How Not To Be Jealous Of Friends - xoNecole: Women's Interest, Love, Wellness, Beauty ›
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.
Featured image courtesy