
I don’t care what article on hair care you read — if it’s worth anything at all when it comes to the topic of how to prevent breakage and other forms of hair damage, it’s going to mention that your tresses need hydration. There is no way that it can endure the manipulation of styling and the heat that comes from certain styling tools any other way.
So, why is it that, when it comes to our hair — Black hair — maintaining moisture is such a constant struggle (especially the tighter our curls are)? The science behind it is that the curlier our hair is, the harder it becomes for the sebum from our scalp to cover our strands from root to tip (which is a great reminder to keep your scalp moisturized, by the way). However, as someone with high porosity hair who has found maintaining hydration to probably be my greatest hair challenge (as far as length retention goes), I think that failing to do certain things to our hair regularly plays as much of a vital role.
Today, let’s look into 10 things that you can do — things that I’ve personally done and continue to do — that can keep your hair full of moisture which will ultimately keep it strong and hella healthy.
1. Master Your Hair’s Porosity
I’m telling you from firsthand experience that, until/unless you learn what your hair’s porosity is (which is its ability to maintain water), you will never truly master how to keep it moisturized. My hair? It’s high porosity because my cuticles are open; this means that, although my locks take in hydration easily, I lose it almost just as fast.
"Low porosity" means that cuticles are so tightly bound that it’s hard to get hydration in; however, once moisture penetrates, it remains longer than it does in high-porosity hair. "Normal porosity" speaks to there being a pretty good balance.
Keeping all of this in mind, if you keep trying to get moisture into your hair without knowing its porosity, I can promise you that you are going to unnecessarily stress yourself (and probably your hair) out. So, if you’re not sure what yours is (for the record, porosity can also change due to things like chemical treatments and even age), this video here offers up DIY tests that are pretty effective and can help you understand your hair needs better.
2. Upgrade Your Deep Conditioning Practices
I’ve shared in other articles that it took years for me to start really deep conditioning my hair. I don’t mean just slapping on some conditioner, letting it sit for 5-10 minutes, and then going on about my day. I mean finding the kind of deep conditioner that would complement my hair type (including its porosity) and then allowing it to penetrate my hair shaft for no less than 30-45 minutes. Over the past couple of years, though, I’ve upped the ante even more.
Now I create my own cocktail of conditioners (hair bonding products and a hair oil like avocado or rosemary oil included), apply a generous amount of the blend to my damp hair, and then sit with a hair steaming bonnet on my head for at least an hour. I’m telling you, if you’ve never steamed your hair before, it is a real game-changer!
Not only does it help your hair conditioner to deeply penetrate your strands, it also helps to unclog the hair follicles on your scalp, increase hair elasticity, works to enhance your natural curl pattern, and prepares your hair to take in whatever products you plan to add to your hair after rinsing your deep conditioner out (like a leave-in conditioner; more on that later). So, whether you get a fancy steamer, a steam bonnet or you decide to stand in a hot shower for a while, always make steaming a part of your conditioning process — if you want more moisture, that is.
3. Use Water-Based Products
Reading labels on the back of hair products is so important if you want your locks to thrive. That said, when it comes to retaining hair moisture, it’s essential that you go for products that are water-based; this starts with ones that have water listed as the first ingredient on the label. When hair products have a lot of water in them, that helps to reduce dryness which can lead to breakage. For starters, you can find a list of some of the best water-based leave-in conditioners here.
4. Avoid Alcohol-Based Ones (Well, Some of Them)
Here’s the thing about hair products that have alcohol in them: some are bad, and others are actually pretty beneficial. As far as Cetearyl alcohol, lauryl alcohol, and benzyl alcohols (which are more of a hair product preservative than anything), these are helpful because they can actually help to soften and hydrate your hair. What I’m talking about here is ethanol, SD alcohol 40, propanol, isopropyl, and propyl types of alcohol; these are problematic because not only do they have the (strong) potential to dry out your hair on their own, but they also tend to strip your strands of the natural sebum that your scalp produces.
The bottom line here is to read the labels to see which type of alcohol is in the product that you’re considering. Also, even when it comes to the “good” ones, pay attention to how your hair feels 2-3 days after applying them. If it’s brittle or sticky, stop using it; it’s not helping.
5. Drink More Water
No matter how much water you put on your hair, you’re still going to need to be well-hydrated within. In fact, did you know that between 25-30 percent of your hair’s weight is made up of water? This means that, although it’s still being researched if dehydration is connected to hair loss, what you can know for sure is water helps to increase blood circulation to your scalp, helps your hair follicles to absorb nutrients, keeps your scalp hydrated, and water also helps to prevent brittleness which reduces breakage.
So yes, make sure that you get plenty of water into your system daily. Oh, and if you happen to be a tea lover, check out “10 Teas That Are Great For The Fall Season — As Far As Hair Growth Is Concerned” for ones that can hydrate your strands while benefitting them in other ways too.
6. Eat Fatty Acids and Antioxidants More Often
Speaking of “moisturized insides,” I can also vouch for the fact that adding certain foods to your diet can help keep your hair hydrated. For instance, did you know that fatty acids make up a whopping 85 percent of your hair’s lipid content? This is relevant because lipids help to maintain your hair’s strength and manageability not to mention its thickness, growth, and moisture. All of this is essential because you need things that are going to help you handle the manipulation that comes with styling your hair.
Antioxidants are good as well because they will help to keep your scalp healthy, reduce hair shedding, fight off free radicals, help to prevent UV damage (including how the sun can dry out your hair), slow down premature graying, increase circulation to your scalp and yes, maintain moisture. Foods that are full of fatty acids include salmon, kidney beans, cashews, peanuts, sunflower seeds, chia seeds, and egg yolks. Foods that are loaded with antioxidants include berries, artichokes, red cabbage, spinach, okra, collards and plums.
7. Try an ANTI-Humectant
You’re probably familiar with what a humectant is; it’s something that pulls moisture from the hair. As far as ones that are good for your hair, honey is a humectant that immediately comes to mind. Okay, so what is an anti-humectant? It's a product that will prevent moisture from leaving your hair once the moisture is already present. Therefore, if you’re someone who loses hair hydration a lot, an anti-humectant can be a real lifesaver for you (especially on the days when it’s hella humid and you want to reduce the appearance of frizz).
For the record, since anti-humectants include things like silicones and beeswax, if you’ve ever used either one of those, you probably already know that it’s best to take the “less is more” approach. Still, if you need some assistance keeping moisture around, an anti-humectant can make that happen for you. Check out a list of these types of hair products here and here.
8. Try Some Monoi Oil
If you’re not familiar with monoi oil, it’s an oil that comes from soaking the petals of Tahitian gardenias into coconut oil. I’m such a fan of it that I actually shouted the oil out in another hair care article a few years back (“What Your Natural Hair Needs This Spring Season”). Although it does things like help to strengthen your hair and reduce frizz, one of my favorite perks is monoi oil also helps to reduce split ends — and since split ends are the result of hair that is dry and brittle, well, you can see why you should consider giving it a shot; especially if length retention is your (ultimate) goal.
9. Make Leave-In Conditioner a Part of Your Nightly Hair Routine
Speaking of taking care of your ends, since that is the oldest part of your hair, you need to “baby” them more than any other part of your locks; otherwise, they are prone to breakage, and length will never be something that you will see much of. One way to do that is to give your ends more hydration by applying a leave-in conditioner to your ends no less than 2-3 times a week, whether you’re someone who rolls up your hair, braids, or twists it. My favorite for a while now has been Mielle’s Pomegranate & Honey Leave-In Conditioner. Some other options that you might want to check out are located here, here, and here.
10. Wrap Your Hair Up at Night
Y’all, please don’t underestimate the importance of wrapping your hair up at night — not just to avoid the friction that tossing and turning can cause (which can ultimately lead to breakage) but because it really is true that your hair can dry out if you are lying down for hours on end without some satin or silk on your head to protect it from your bedding. Listen, I have had seasons when I didn’t wrap my hair up and seasons when I did — when it comes to retaining moisture, the difference is like night and day whenever I do take out five extra minutes to do the step, I just talked about and then to cover it up with something that won’t absorb all of my efforts.
BONUS: Regularly Use a Finishing Spray
If you want your hair to have more sheen to it, you probably already know that oil sheen can make that happen for you. Okay, but what if you want to lightly condition your hair throughout the day? Then what? Something that I am a huge fan of is finishing and conditioning sprays. They tend to be light, they help to keep the cuticles of my strands smooth and my hair soft, and they are able to add movement (like when it comes to blowouts), too. Plus, they help my hair to feel moisturized. That’s why, I absolutely could not close this article out without shouting out the brand that I use: BB Smooth Sheen Conditioning Spray with Shea Butter.
To be honest with you, I have no idea how I even stumbled upon it in the first place, yet when I tell you that it is now a staple that I can’t see going without? It’s like it coats my hair and soothes my scalp without any (real) residue so that my hair remains moisturized until I come up and do my nighttime hair routine. Definitely a must-have if you’re trying to figure out how to keep your hair from drying out in between wash days. Hey, don’t say I never told you. It’s a winner. Promise you that!
So…what are you waiting on? Your parched hair is looking for relief, and now you know just what to do. Enjoy, sis. ENJOY.
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Featured image by JPM/Getty Images
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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
Shutterstock
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














