
There's almost nothing more frustrating, heartbreaking, and totally devastating for a travel lover than a totally horrible lodging experience. Let's paint a picture here: You've been saving up for that anniversary trip with your bae for the past six months. You've finally got your coins together and booked your flight. Now, all that's left is to find a place to lay your heads. You and your boo prefer to steer clear of traditional resorts or hotels—they're just not your vibe—so you go to one of the top online platforms for booking cool, short-term vacation rentals.
You see the perfect spot: close to the beach, great views, chic decor, and within budget. The property even boasts a high rating and self-check-in. You take out your card, choose your dates, and seal the deal with no problems, until you finally reach your destination.
Though the listing looks somewhat like the photos, the toilets and showers don't work properly, and there are seedy characters posted up around the property. When you contact the host, they top it all off with insensitivity and apathy, so you and bae thug it out for a night and leave in the morning.
Well, this happened to me.

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It Was All Good... Until It Wasn't
My man and I were catfished. Bamboozled. Hoodwinked. And we had to shell out more money or even risk finding no replacement lodging at all due to the efforts of a dubious host.
On top of that, said host was also rated very highly and decided to send a nasty message about how I was jeopardizing the rating when I told the truth about my experience in my final review. And this isn't my only horror story. In the second of my top five worst lodging experiences, I had a host cancel my booking just a few days before I was set to travel, claiming that the rate I'd gotten when I booked the home was "out of date" and snarkily wishing me "luck" in finding a budget-friendly replacement during "high season."
Hundreds of dollars for the booking had already been debited from my account, and it would have taken up to 15 days to get the funds back had I not contacted the platform's customer service reps multiple times via multiple channels and advocated for myself. I got my funds back within 48 hours, but only after a lot of stress, dozens of emails, numerous chat messages, and back-to-back phone calls.
Needless to say, I had to give privately owned spaces a break for a while, and for the past few years, I've mostly stayed at traditional hotels, booking them through the usual channels (either the brand's website or the tried-and-true third-party sites.) But what did I learn? Always contact the host before booking, even if they're rated highly. (It's a great opportunity to find out more about the property, get a sense of what type of host you're dealing with, and gauge whether something could be fishy or too good to be true.) Keep those emergency funds on deck. Have a plan B, C, and D. And last, but certainly, not least, trust my gut.
If you can relate to any of this, just know we're not alone. (And when you check out Consumer Affairs and the Better Business Bureau, there's some interesting information, to say the least.)
While there can be amazing experiences offered by hosts on popular vacation rental sites, there are also cautionary tales that we all can learn from. Check out a few more vacation rental horror stories from travelers and how you can avoid a totally horrible experience.
Chanice took her love for travel to the next level, starting an online travel platform, Fly with Queenie, and hosting experiences in the U.S. and abroad. She's traveled to Mexico, Jamaica, and Tanzania, to name a few, and has booked lodgings and experiences via popular online sites like many other travelers. She's definitely had her fair share of both amazing and not-so-amazing experiences while globetrotting.
"I had a client who wanted me to plan a birthday trip for her and her friends to Jamaica. I wanted to give her multiple options instead of just hotels, so I checked on Airbnb as well," she recalled. "I saw a property that was in a good area, had a 4.5 rating, the photos looked good, and it had a local owner which was great because I'm an advocate of supporting locally owned properties."
Adding Insult to Injury...
Things took a turn when she contacted the host about details that she said weren't listed via the online post. "I had specific questions regarding whether it was possible to pay to have someone make an authentic Jamaican meal, as well as specific questions pertaining to transportation options the host mentioned, were available."
"The host wrote back almost immediately and basically told me I could not book the property, accused me of not reading the ad clearly, and even threatened that if I were to book, my reservation would be canceled. The tone of the correspondence was so rude and it was a complete turn-off."
Chanice said the exchange made her feel "insulted," as if she'd done something wrong by simply asking questions about the property and its offerings. She added that the host even blocked her. "The customer service was horrible, especially from one Black person to another. As someone who has a business, even if a customer asks a question that is already answered in your ad, you should be nice and courteous to them. Your tone should always be kind and friendly to retain the customer."
Airbnb has "host reliability standards" listed on its site, and they include an expectation that hosts or co-hosts "are available to respond to guest inquiries or unexpected issues that may arise during stays," and that they "should be responsive and willing to answer questions."
While Charmin never got a chance to be an official "guest," (and dodged a bullet in terms of a potential problem for her clients) she said she reported the host's behavior via the appropriate channels. "I'm not sure what the resolution was but I hope that he was talked to about the feedback I gave."
The Advice
For travelers using online booking sites to book private homes and experiences, Charmin recommends reading beyond the first few reviews of a place or experience. After using her own online platform to share what happened to her, she found out that other travelers who'd actually stayed at the host's listing had issues including water pressure outages, rude exchanges, and unanswered questions. Also, upon looking further into reviews about the property on multiple sites, there were several that went into detail about issues with the host and property.
"Had I read more reviews despite the host having a 4.5 rating out of 5, I would have seen the many comments about the host being rude in person," she added.
"My advice is to also check to see if the property is listed on social media websites or other property booking websites and read those reviews as well. Even if the host has a good rating, there may be a bad review in the middle of a decent review or constructive criticism that you may be overlooking."
It's also a good idea to ask other travelers and locals via forums like Trip Advisor or Facebook groups, and see if they've ever either stayed at the property, are familiar with the host, or live near the area. While you want to be fair and make the best decision for your travel needs, it's always good to be armed with the information in order to do so.
Latrice Darlene, Educator & Travel Entrepreneur
Latrice, a Paris-based educator and founder of lifestyle platform Paris Chic Code, took a trip to Curacao a few years ago and was expecting the best at a luxurious property where she and her friend would be staying in separate but nearby rooms. "We rented this gorgeous apartment in Curacao and it had a beautiful view," she said. They'd enjoyed lounging at the beach, visiting historic sites, taking a trip on a yacht, and vibing with salsa dancing.
When Luxe Goes Left...
"After a night staying there, my friend kept complaining about itching and, after about the fifth day of our eight-day trip, we decided to lift the sheets on her mattress," she recalled. "It was bed bugs. My friend was hysterical." She added that they got in touch with the Airbnb customer service line based overseas. "We were arguing back and forth. They wanted us to take pictures of the bed. We sent them the photos and the woman said, 'That's not bed bugs.' Unfortunately, there's nothing we can do. If you want to check into another hotel, Airbnb will not be responsible for it.'"
They were devastated but wouldn't take no for an answer, so Latrice continued calling and asked for Airbnb's U.S.-based customer service. She also contacted the management for the building. "They were Dutch, and they were saying, 'Look we've never had a problem like this before. If we order a mattress, it's going to take another day to arrive. We can put you in another apartment,'" Latrice recalled. "My friend was enraged, and she didn't want to stay at that property. Then, because there was a dispute going back and forth, the management said, 'We've never had this problem. How do we know that it wasn't you who brought the bed bugs?'"
Latrice was sure that neither she nor her friend could've brought the bugs because they'd only been there for a few days and the mattress was stained as though there was an infestation way before they'd arrived. She ended up sending photos to the U.S-based customer service representative and a rep ended up offering to cover the cost of the remainder of their stay. Since her friend didn't want to stay at the same property and it would take a while for them to find another Airbnb, they decided to just book a hotel room.
She eventually got a full refund for the stay but it took months to get her money back and she had to use her credit card to book another hotel in the meanwhile.
"I didn't get my money back immediately. I'd already paid for the hotel. They credited me for the two nights that I didn't stay, for a new Airbnb," she said. "When I got back home, I got credited for the stay and the inconvenience but it took about two months for them to reimburse me for the full stay."
Despite the horrible experience, she and her friend were able to complete their trip. "In the second hotel, we had a beautiful view but we had to share a room. That was a bit of a bummer. We were annoyed by the situation and totally inconvenienced because we had to run around trying to find a hotel comparable to the original lodging we had. For the most part, it was fine. We had two days left, we had a pool and we made the best of it. If I were in a situation where I didn't have extra money or credit cards, I would've been up a creek."
Lessons Learned
Latrice's advice to other travelers who come across issues during their stay at a vacation rental is to document and report the issues immediately. "What I learned was that we waited too long to say something. We were there five days before reporting it, so it was almost like, 'Why didn't you say anything from the beginning?'" she said. "It's a very valid argument. We should have said something. She should have pulled the sheets back the first day."
She also added that though she had that experience, it doesn't stop her from booking vacation rentals nor has it added extra anxiety to her trips since. "I can't go into a hotel or lodging thinking something will be wrong. I trust that my trip will be amazing and deal with anything that might be to the contrary in that moment."
The travel tribe is sure to come through in times of need, so just know that if you've been through a horrible or uneasy experience at a vacation rental, they've got your back. Get some comfort and take heed from these stories. Be sure to be careful, diligent, and mindful when booking lodging or experiences online for your next travel adventure.
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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
It Girl 100 Class Of 2025: Meet The Empire Builders You Need To Know
She's a boss, and she's minding the business that pays her. Literally and figuratively.
Whether she's launching her next business venture, turning passion projects into paper, or building her side hustle into a legacy, she's proof that visionary women don't wait for a seat at the table. She builds her own, then pulls up a chair for the next woman. The empire-builders of xoNecole's 2025 It Girl 100 lead with purpose and profit, spinning their "why" into wealth.
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









