I remember Monday mornings at my old job when everyone (although they hated that it had ended) was eager to tell the whole office about their weekend. These were conversations that I deeply resented. One, because I had little interest in hearing about my coworkers' personal lives, and two, because they were instant reminders of how burnt out and misunderstood being in that place made me feel.
Every week it was the same thing: They'd ask me what I did during the weekend and could never believe their ears when they'd hear me say that I didn't do anything. Then, they would guilt-trip me into believing that I was wasting the best years of my life by staying hidden inside my cave and refusing to socialize.
To this day, I'm still wondering why it was so hard for them to conceive that the time we have off from our responsibilities isn't necessarily meant to be spent doing any other activities and that it's okay to choose to rest. That joy and fulfillment can also be found in unplugging from the world and reconnecting with ourselves.
In hindsight, I must admit that I was choosing to escape life every chance I had was more reflective of how miserable I was than the happiness I felt from retreating.
Indeed, a hard truth that I failed to acknowledge before I had the opportunity to discuss the art of embracing doing nothing with four amazing Black women and what it truly means to them is that my me-time had turned into toxic self-isolation. All because it was easier to run away from a life I didn't enjoy rather than making hard decisions that would change the course of my future for the better. The major takeaway that I got from speaking with the women below is that stillness shouldn't (just) be an exit door—and just like everything else in life, it has extremes that finding balance will prevent us from falling in.
Dr. Thema Bryant
Courtesy of Dr. Thema Bryant
Licensed Psychologist & Professor at Pepperdine University
"Indulging in the art of doing nothing is such a radical decision, particularly for women of color because our worth and value are often associated with our busyness. For the longest time, women of color have been put under this pressure to work hard for everyone else. There's often little attention given to our care, [and] wellness, let alone our needs. So, for us to be revolutionary enough to say that those [things] matter and to choose to do nothing at all during moments of our days and life is a declaration that says, "I am worthy and I am enough. I don't have anything to prove."
"I was introduced to stillness by my mother. She's a minister who teaches, particularly women of African descent, about prayer. A lot of people associate prayer with talking but it turns out that a major point of prayer is in silence and stillness. It's a sacred rhythm between activity, action, accomplishment, and taking the time to be still, to reconnect, to be grounded, as well as to be filled. All of which [are] to ensure that when we pour, we are not operating out of emptiness.
"Growing up, I followed my mother's path and practiced stillness through prayer and meditation. Later, I also added physical movement that allows the mind to be still such as dancing and walking. I believe that there's a need to push back on the idea that the art of doing nothing can only be practiced by sitting still with our eyes closed and our legs crossed.
"To me, the art of doing nothing means slowing down our pace, becoming more aware, operating with gentleness and compassion to ourselves, etc. It's more a way of living than it is an approach to living. It's not something that we're required to schedule or practice during a specific time frame only. It's something that we can decide to do at any given moment."
"However, it is likely that sometimes, the urge to escape our own company by burying ourselves in work or finding something entertaining to do manifests itself. When this happens, it is important to truly understand that being in our own presence is not a punishment. Considering it as such or seeing it as a chore is the best way to miss the gift of it. It becomes another task to add to our to-do lists instead of being a pleasure that we're giving ourselves to stay still and do nothing but to reconnect.
"As a psychologist, I work a lot with trauma survivors and I noticed that people who have gone through very difficult experiences sometimes cope by staying busy. It's their way to prevent their thoughts from taking over their minds. But one thing I know for sure is that busy and distracted don't serve as a definition for healed. And unhealed traumas must be addressed at some point. One of the ways to do that is to practice the art of embracing doing nothing."
Visit Dr. Thema's website drthema.com.
Amber Janae
Courtesy of Amber Janae
Professional Expert in Content Strategy & Digital Marketing
"For me, the art of doing nothing is simply being as I am and not feeling any guilt, pressure, or a desire to be anyone or anything other than who I am in the present moment. I believe that women in general should learn to embrace stillness because it's our way to just be. It is the space where we become one with ourselves. It is important to understand that stillness is something that we choose; it does not choose us.
"Many spend a lot of time ignoring their intuition or that inner nudge guiding them in the direction to pause and just be for a while. When you're ready to discover and connect with the parts of yourself that have remained a mystery, you will make time to be still.
"To embrace stillness, you also have to let go of the misconception that stillness simply means not moving or staying in one place. You can force yourself not to physically move for days, weeks, and months but it doesn't guarantee progress is being made. It's not enough to be still, you have to disconnect."
"For me, the art of doing nothing is less of a practice and more of a natural state of being. The benefits that I've gained from such have been loving and trusting myself more than ever before—and not allowing anything to change that. Self-care isn't a one-off thing I do when I am having a bad day or week. I am forever intentionally creating a safe space for myself internally and externally; therefore, I am always practicing a form of self-care. It is less of a single method or action; it is a way of being... It is an organic way of life in my world.
"Personally, I do not believe that stillness is scary. There are very few things that I fear and stillness isn't one. Fearing growth, evolving, or becoming a better me which are the things that we embody when we choose to remain still isn't a natural act to me. In my opinion, if you're actively choosing entrapment, then it more than likely means that you're afraid to face yourself. You live in fear of what awaits you on the other side of self-discovery. You're running from your truth and not ready to embrace, accept, or face the parts of you that need healing."
Follow Amber on Instagram @ajscribes.
Tempest Linh
Courtesy of Tempest Linh
Freelance Writer, Martial Artist & Tarot Reader
"I learned the true concept of stillness through my journey as a martial artist, which started in 2018. I practice American Kenpo Karate and Tai Chi. My head instructor, a badass Southeast Asian woman, taught me the principles of meditation (Anapanasati) and stillness that I currently practice. Typically, when people think of meditation, they imagine themselves seated in a lotus position and devoid of all thoughts. But that's not what true stillness is to me—it's honestly not realistic, especially in today's climate.
"Stillness is when your mind is racing, but you're not consumed by those thoughts. It's when something can pop up in your mind and you don't ruminate over it. When you can observe your thoughts and emotions without judgment, and just let yourself be."
"Martial arts is my main outlet for practicing stillness. The practice happens when I'm faced with my 'not enough story', as my head instructor calls it. The 'not enough story' is an overwhelming feeling of inadequacy. This happens when I feel like I'm not learning a form or set of techniques fast enough, or when I do learn it I feel like I'm doing it all wrong. It's that nagging inner critic that we all have. The challenge is to move through it, even when I feel like I'm just not good enough, and this mindset trickles into daily life outside of the dojo.
"With that said, even in knowing and experiencing the benefits of stillness, I still struggle to resist escaping my own company. Sometimes, the thought of being alone with myself, and my thoughts is kind of terrible. Even showing up to karate can truly be a struggle—and 2020 made it especially hard. We normally live in a world that's made of distractions, so being forced to pause and sit with ourselves truly allows our 'not enough' stories to come out and be heard. Then, our insecurities become glaringly obvious. I've experienced many existential crises when faced with mine. Being pummeled by your own thoughts and anxieties can be a bit too much; mine, for example, are like monsters and a lot of the time, I just don't want to face them.
"Eventually, it gets to the point where I can't avoid it anymore and I have to sit with myself and get realigned and refocused. But that's when I remember to breathe, find one truth in the madness of my thoughts—because our brains lie to us a lot—and stick to it. I would like to grow to a point where taking the necessary time for myself becomes a daily practice, not just something that I do when I'm fed up."
Follow Tempest on Twitter @sunstorm_.
Radiah Rhodes
Courtesy of Radiah Rhodes
Founder at Evók and Smart Pressed Juice & Well-Being Innovator
"The word I'd use to define stillness is 'light'. To me, stillness is where your truth and all the answers that you're looking for reside. It's also an art for which you don't find the time to practice, you create it. Every season, I follow The Inner Game Plan™, a step-by-step process to practicing stillness that I came up with 10 years ago with the intent to save myself and which I'm now able to share with the world. I schedule two to three hours of uninterrupted time and space so I can go through each exercise and stay aligned. I've committed to this process as a way to live my life that makes my well-being the priority and the source for everything else. It allows me to build assurance in my spirit and such peace in my soul from knowing that I stopped, prioritized, inquired, listened, and honored what is within me.
"If it wasn't for stillness, I wouldn't have been able to discover my truth, flow, nor the power of who I am. Because I know me and what works for me, I, therefore, know how to wield it in the world for the good of what matters most to me with very little effort. There's authentic power in stillness."
"With that said, I didn't get to the point of fully embodying stillness without experiencing fear. Stillness is scary. First, it feels like if we take our foot off of the gas pedal that's gotten us this far, everything is going to drop when we stop. We deeply believe that our 'doing' is the only way to get things done. Then, there's the fear of the unknown—or the unacknowledged because we've been suppressing so much. It's catastrophizing whatever you might uncover. I remember always feeling like I couldn't allow my thoughts or feelings out because then I'd have to do something about them and it was either going to be drastic or cause the loss of something significant if I acknowledged the truth.
"'If I tell the truth about my job, I'm going to have to quit,' I'd think. Or 'If I tell the truth about my marriage, I'm going to have to get a divorce.' In my head, there was so much riding on me: family, finances, community, the culture, the country...all of it. It's easy to think that if we stop, everything will fall apart. That was a catastrophe to be avoided at all costs in my world. However, I came to understand that the pain of suppressing and avoiding is far worse than any discomfort or challenge that stillness and owning your truth will put you through."
Follow Radiah on Instagram @radiahrhodes.
Featured image courtesy of Amber Janae
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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
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