
Many of us have heard the refrain “If he wanted to, he would” in response to relationship troubles with seemingly withholding men. It’s a phrase that says, “he’s just not into you.” But what if there’s a little more to the story? Though it’s certainly still a sign to move on, it does point to a missed conversation about the treatment of women.
"He does neglectful or bad things to you because he doesn't like you" ignores everything we've learned about abuse, control, trauma, and intimate partner violence. People's level of interest is not directly correlative to the treatment of their partners. It's actually a reflection of their inner state. In a world where misogyny exists, the increasingly poor treatment of women is not a coincidence or evidence of desire.
It is an expression of belief about how you engage the feminine. In the context of misogyny, how others engage women is often about power.
"If he wanted to, he would."
This is certainly true, but who is speaking to the broader culture and trend of neglectful men? What happens when men never seem to “want to” as a means of normalized engagement?
Are there benefits to men for not “wanting to,” such as creating a dating culture where they have to do less work?
Did it ever occur to you that, in many cases, he may actually be grooming you for cycles of abuse using “pick-up tactics” and/or it is his own fear that keeps his heart small? That many men are taught to continuously deliver low so that the bare minimum feels very big? That cold selfishness is taught to men in capitalist society as a means of survival and identity? That the denial of your own heart's desire is on purpose? That it's not about want, but fear and control? That many men are only taught to relate to women by withholding?
We’ve all been there, men who make us jump through rings of fire for extremely “mid” or even abusive relationships.
Most of us have experienced partners who refuse to acknowledge our needs and humanity because it keeps us small and them in control. Even in cases where carelessness is not intentional, society rewards men for careless behavior. Instead of sanctioning that behavior as undesirable, we label the women as “not desirable enough” to elicit care from a man. Instead of collectively raising the bar of poor behavior and communally calling men to task who exhibit poor behavior, we place the burden of desire on women.
This is not an isolated experience. Men everywhere seem to have collectively created a standard of lack.
Women increase our level of care, hoping that it will eventually lead to better treatment and intimacy while withholding men rest and dangle an emotional carrot on a stick.
They benefit, while women are pressured to constantly perform desirability to men’s tastes because it’s linked to our humanity, survival, and the care we receive. Then it’s taken for granted that for some women, those deemed beneath the patriarchal valuation of “worthy,” men rarely ever seem to “want to.”
Tiered kindness in dating treatment is a method of control.
It says that some people are more worthy of care, depending on how much they inspire our desire. It says that others are merely for our pleasure and therefore deserving of a denial of resources while we engage them. Those with more societal power can pull back positive treatment at their own whims and give it to those they deem “worthy,” as opposed to honoring women they engage as a value system. (Even when those women fall outside the realm of their “desire.”)
Practicing a system of care as a broader social value means that it can no longer be apportioned according to the ever-changing whims of men and their patriarchal standards. Poor or careless treatment is often used to damage a woman’s self-esteem so that her partner can remain in control and not have to show up entirely. Sometimes, the carelessness is the point. It’s an entry point into manipulation by manufacturing desperation and establishing a low bar. It’s a way of re-establishing and reinforcing existing power dynamics and reminding women of “place.”
A partner who has been careless with others is not in the practice of love, so where one suffers, all do.
This practice rarely springs up for the “right woman” in a way that is sustainable over a long period. Selfishness towards anyone you date will appear elsewhere because "liking" people is something that fluctuates. We can make the mistake of thinking we are above the dangers of misogynist dating culture because we are too smart, pretty, or societally celebrated, but this is ultimately a house built on sand and others’ ever-shifting desires.
Where systems of care as cultural norms are absent, all eventually suffer.
We are often all too quick to blame women for whatever happens to us in the space of our innocence and learning. Not "liking" someone isn't an excuse to treat people poorly and for society to then put the blame on the recipient of the behavior. Many of us are trained from an early age that to be a woman means to do the labor of deciphering emotionally unavailable and cryptic men.
Men are taught to shut down and withhold their feelings, and women are taught to do the work for them and adjust.
Establishing a “normal” or a baseline to judge what is happening around us can, in fact, be very difficult, especially when the world does its best to keep us disconnected from our own hearts, and “normal” is often really bad. It’s especially difficult when everything women do is scrutinized and quickly punished. When we “see it coming” and state our case, women are accused of being harpies that are overly critical of men. When we don’t, we are blamed for whatever happened to us and asked, “Why didn’t you know better?” People say you should see everything coming as a woman when it comes to men.
A better analogy is that you always have to navigate some tricky territory as a woman. You're wading through the river, and it suddenly dips off into a deep current, and the water is over your head. You thought you had it, but you ain’t got it. Others are quick to tell us all the ways we are inferior for failing to avoid the violence of others, often in the guise of tough love. Sometimes you fall in the river when you are learning how to swim.
A lot of “tough love” is actually just people’s frustration with your process. Which is just frustration with their own process and the process of life in general. Abuse and withholding in relationships with men can be a deeply ingrained issue that actually has little to do with the person on the receiving end. Sometimes it’s just easier for others and ourselves to say, “he’s not into me” to expedite the stickiness and complication of feeling stuck. We lash out with our own feelings of helplessness and convince people, especially women, it’s for their own good.
The point here isn't the person's level of interest, it’s that this is the way they behave relationally as a human being. They believe the standard of care and humanity for those you deal with is based on the amount of pleasure you can currently extract. They have a tier system for humanity. Often, even within these societally constructed tiers, every person has their own code.
You can never truly know "why" someone is treating you poorly and SEEMINGLY showing care to others, but you can acknowledge it’s a reflection of their own inner state and not you. From there, you can begin to take steps that ensure your own well-being, whatever that looks like for you.
The journey to that care can be a long one.
People often trivialize the journey of being and becoming a woman. It’s a remarkable and complex experience. We can’t pretend anyone has all the answers to avoid heartbreak or survive patriarchal cultures because they don’t. No one’s cracked the code.
After being left so cold by men and the world, so many of us are in need of healthy, generous, patient, and warm lovemaking.
Women and the feminine everywhere are starving for genuine connections and intimacy. We are in need of a return to self, based in radical love and community and lovers that reflect that process. The path there is not to slam women down for misreading the behavior of others but to acknowledge that their behavior does not define us.
We are courageous, fearless, gorgeous, and vital, even despite the best attempts to thwart our divine becoming.
Let’s make things inbox official! Sign up for the xoNecole newsletter for daily love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image by Lyndon Stratford/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
These Black Women Left Their Jobs To Turn Their Wildest Dreams Into Reality
“I’m too big for a f***ing cubicle!” Those thoughts motivated Randi O to kiss her 9 to 5 goodbye and step into her dreams of becoming a full-time social media entrepreneur. She now owns Randi O P&R. Gabrielle, the founder of Raw Honey, was moving from state to state for her corporate job, and every time she packed her suitcases for a new zip code, she regretted the loss of community and the distance in her friendships. So she created a safe haven and village for queer Black people in New York.
Then there were those who gave up their zip code altogether and found a permanent home in the skies. After years spent recruiting students for a university, Lisa-Gaye Shakespeare became a full-time travel influencer and founded her travel company, Shakespeare Agency. And she's not alone.
These stories mirror the experiences of women across the world. For millions, the pandemic induced a seismic shift in priorities and desires. Corporate careers that were once hailed as the ultimate “I made it” moment in one's career were pushed to the back burner as women quit their jobs in search of a more self-fulfilling purpose.
xoNecole spoke to these three Black women who used the pandemic as a springboard to make their wildest dreams a reality, the lessons they learned, and posed the question of whether they’ll ever return to cubicle life.
Answers have been edited for context and length.
xoNecole: How did the pandemic lead to you leaving the cubicle?
Randi: I was becoming stagnant. I was working in mortgage and banking but I felt like my personality was too big for that job! From there, I transitioned to radio but was laid off during the pandemic. That’s what made me go full throttle with entrepreneurship.
Gabrielle: I moved around a lot for work. Five times over a span of seven years. I knew I needed a break because I had experienced so much. So, I just quit one day. Effective immediately. I didn’t know what I was going to do, I just knew I needed a break and to just regroup.
Lisa-Gaye: I was working in recruiting at a university and my dream job just kind of fell into my lap! But, I never got to fully enjoy it before the world shut down in March [2020] and I was laid off. On top of that, I was stuck in Miami because Jamaica had closed its borders due to the pandemic before I was able to return.

Randi O
xoN: Tell us about your journey after leaving Corporate America.
Randi: I do it all now! I have a podcast, I’m an on-air talent, I act, and I own a public relations company that focuses on social media engagement. It’s all from my network. When you go out and start a business, you can’t just say, “Okay I’m done with Corporate America,” and “Let me do my own thing.” If you don’t build community, if you don’t build a network it's going to be very hard to sustain.
Gabrielle: I realized in New York, there was not a lot to do for Black lesbians and queer folks. We don’t really have dedicated bars and spaces so I started doing events and it took off. I started focusing on my brand, Raw Honey. I opened a co-working space, and I was able to host an NYC Pride event in front of 100,000 people. I hit the ground running with Raw Honey. My events were all women coming to find community and come together with other lesbians and queer folks. I found my purpose in that.
Lisa-Gaye: After being laid off, I wrote out all of my passions and that’s how I came up with [my company] Shakespeare Agency. It was all of the things that I loved to do under one umbrella. The pandemic pulled that out of me. I had a very large social media following, so I pitched to hotels that I would feature them on my blog and social media. This reignited my passion for travel. I took the rest of the year to refocus my brand to focus solely on being a content creator within the travel space.

Gabrielle
xoN: What have you learned about yourself during your time as an entrepreneur?
Randi: [I learned] the importance of my network and community that I created. When I was laid off I was still keeping those relationships with people that I used to work with. So it was easy for me to transition into social media management and I didn’t have to start from scratch.
Gabrielle: The biggest thing I learned about myself was my own personal identity as a Black lesbian and how much I had assimilated into straight and corporate culture and not being myself. Now, I feel comfortable and confident being my authentic self. Now, I'm not sacrificing anything else for my career. I have a full life. I have friends. I have a social life. And when you are happy and have a full quality of life, I feel like [I] can have more longevity in my career.
Lisa-Gaye: [I'm doing] the best that I've ever done. The discipline that I’m building within myself. Nobody is saying, ‘Oh you have to be at work at this time.’ There’s no boss saying, ‘Why are you late?’ But, if I’m laying in bed at 10 a.m. then it's me saying [to myself], 'Okay, Lisa, get up, it's time for you to start working!’ That’s all on me.
xoNecole: What mistakes do you want to help people avoid when leaving Corporate America?
Randi: You have to learn about the highs and lows of entrepreneurship. You have a fast season and a slow season and I started to learn that when you're self-employed the latter season hits hard. Don't get caught up on the lows, just keep going and don't stop. I’m glad I did.
Gabrielle: I think everyone should quit their job and just figure it out for a second. You will discover so much about yourself when you take a second to just focus on you. Your skill set will always be there. You can’t be afraid of what will happen when you bet on yourself.
Lisa-Gaye: When it comes to being an influencer the field is saturated and a lot of people suffer from imposter syndrome. There is nothing wrong with being an imposter but find out how to make it yours, how to make it better. If you go to the store, you see 10 million different brands of bread! But you are choosing the brand that you like because you like that particular flavor.
So be an imposter, but be the best imposter of yourself and add your own flair, your own flavor. Make the better bread. The bread that you want.

Lisa-Gaye Shakespeare
xoNecole: Will you ever return to your 9 to 5?
Randi: I wouldn’t go back to Corporate America. But I don’t mind working under someone. A lot of people try to get into this business saying, “I can't work under anyone.” That’s not necessarily the reason to start a business because you're always going to answer to somebody. Clients, brands, there’s always someone else involved.
Gabrielle: I went back! I really needed a break and I gave myself that. But, I realized I’m a corporate girl, [and] I enjoy the work that I do. I’m good at it and I really missed that side of myself. I have different sides of me and my whole identity is not Raw Honey or my queerness. A big side of me is business and that’s why I love having my career. Now I feel like my best self.
Lisa-Gaye: I really don’t. For right now, I love working for myself. It's gratifying, it's challenging, it's exciting. It’s a big deal for me to say I own my own business. That I am my own boss, and I'm a Black woman doing it.
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image courtesy of Lisa-Gaye Shakespeare
Originally published on February 6, 2023









