All things woo-woo (a term I'm choosing to use endearingly) have become far more trendy this past year or two. I mean, Astrology has always been popular as I've mentioned before but we're seeing people get more into all things spiritual, whether they're aware of its roots or not -- from wrapped crystals to smudging of sacred spaces (i.e. your home). I've never been one to gate-keep trends and have always found it weird that we get so protective over trends that, in my opinion, are on the healthier side of the way pop culture ebbs and flows to encompass new things.
However, as someone who is fascinated by the world of altars, Astrology, and much more, I have come to understand the need to be a bit protective of it. It's that saying "with great power comes great responsibility," and I think with spirituality trending the way it is it's important to understand that. Tapping into the power of your ancestors, reading tarot, purchasing sage and many more potentially interesting practices related to the occult, they require care and due diligence, in addition to intention. I don't know much, so this isn't my soapbox to hop up on but I do know enough to know if you want to maintain an altar, crystals, or good energy in your home -- the foundation is cleansing. Another method of cleansing energies from your home is through the use of Florida Water, which you can use alone or double up with incense or a smudge stick (not necessarily sage).
Florida Water is the spiritual girl's version of Beyoncé carrying hot sauce in her bag. In fact, Solange was once spotted with the staple in her bag. So there's that. But what is Florida Water?
I don't know nor do I ask questions (well, I do, otherwise we wouldn't be here. But you feel me), so I chatted with Atlanta-based, Intuitive Healer and owner of Cryptic Mystic, Tierra Johnson to get the 411 on Florida Water -- the latest and most necessary tool to keep in your little bag of tricks.
What Is Florida Water?
Though the aesthetic and usage is similar, Florida Water and Holy Water are not one in the same. Johnson understands it to be distinguishable by the purpose and the demographic behind it in that "Holy water is used in religious practices, while Florida Water is used mainly in spiritual practice."
Believe it or not, Florida Water wasn't always toted around to clear the bad juju and off-putting energies. Johnson gives us the quick and dirty origin of the holy-water adjacent product. When the product was "first introduced in 1808 by Lanman & Kemp, it was originally used as an astringent, foot soak, and after-shave. It is said to have gotten its name because of its tropical-looking packaging and citrus scent."
It was somewhere in between its societal debut and present-day, "people began to recognize its metaphysical properties, and it became used as a spiritual cologne in ceremonies and sacred rituals."
What Is Florida Water Used For & How To Use It
Because Florida Water is a liquid, it may be unclear how you would use it or how much! The Cryptic Mystic owner says, "Think of Florida Water as liquid Sage, or Palo Santo in liquid form. It has very similar cleansing and clearing effects as popular smudge sticks, without the smoke." She continued:
"Florida Water is a multipurpose spiritual cologne that can be added to your mop water to clean the floors in your home; you can add a few drops to your bath water to cleanse your aura; it can be added to a load of laundry; and [you can] even use [it] on the go."
And she adds that it can be used as often as you feel the need or simply desire to use it. However, as far as the measurement goes for each use, please understand that "a little Florida water goes a long way." What you decide to do is totally up to you, but you've been warned! Start with a droplet or two and build up from there.
As I've mentioned before, the scent of the water has been love at first sniff since day one for me and so I'm definitely more on the side of someone who douses my apartment in it. Or, my fave, is putting it in a pot with sticks of cinnamon and citrus slices to create a more amplified diffuser effect. As an intuitive healer, Johnson notes her favorite way to use Florida Water is "for intention-setting before I do any spiritual work."
She further expounded by saying she sprays Florida Water into the air as a means to cleanse her space. She also places a few drops onto her hands before doing divination work like pulling Oracle cards, for example. Nevertheless, the healer emphasizes Florida Water as a necessary staple for any person looking to tap more into their spirituality and spiritual practice:
"Florida Water is a staple that I feel like every spiritual person should have on them, in their purse, in their car, etc. It's especially useful when traveling and staying at a hotel or Airbnb, where smoke is generally not allowed. So, when you can't burn your Sage or Palo Santo, pour some Florida water into a portable spray bottle and dilute it with distilled or spring water."
Can You Make Your Own Florida Water?
Being the DIY Queen that I am, I had to ask for those of us who dare to whip up a batch of homemade Florida Water on our own. In the past, I might've thought that was perhaps doing the most, but in the age of 2021, where we've adopted pandemic hobbies to keep us afloat, I've already tried my hand at making Rose Water, and can't say for certain that I wouldn't entertain the idea of making my own Florida Water -- a fragrance I've come to crave in my home.
Nevertheless, it's totally doable! Though Johnson doesn't make her own and most others do not, professional or otherwise, she recommends taking to YouTube if you feel strongly about whipping up homemade Florida Water. But cautions us "to use your own discernment when following someone else's instructions."
In terms of following someone's DIY Florida Water tutorial, what works for someone else might not work for you. Be mindful of how you respond to certain essential oils and ingredients. Additionally, much like anything else in spiritual practice: "Your intention and purpose for making your own version of Florida Water is very important."
Is There A Florida Water Alternative Used In Spiritual Practices?
Though Florida Water has been the most popular product, Johnson offers the following alternatives for Florida Water:
- 1800 (not the tequila)
- Tobacco Water
- Sandalwood Water
- Rose Water
- Kananga Water
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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
