I am not sure if it's a recent trend or if I just happened to stumble on the posts altogether, but I'm noticing a lot of “pray for your husband" and “why you should pray for your family" type of thinkpieces and listicles. I am all for it…ish. I'm all for anything aimed at bringing a marriage together and making it stronger versus making you feel better about letting it go astray.
Praying for your husband and family's health and well-being, a more peaceful household, or a more productive, understanding, affectionate, driven, loving household is great! (Praying for your husband or child to change his evil ways…not so much.)
Now, I don't follow any organized religion but I do "pray". Prayer to me is not about getting on your knees with clasped hands, bowing your head and asking some deity up above to help you out with something.
In my opinion prayer is any mental or emotional attempt to shift energy.
So when that creepy guy at Costco is staring at you and you're avoiding eye contact, saying "go away" repeatedly in your head and hoping he doesn't come up to you and start a conversation…that's prayer. When you're hoping, wishing, lamenting, cursing someone out, belittling yourself in your head -- any and all of that is prayer to me because all of that is energy in motion. I'm a firm believer that thoughts are things, and any thought, especially when imbued with emotion, are powerful and equates to “prayer".
In terms of praying for your husband or family, I saw a few pieces on it and really liked the sentiment but was left with an "OK, but then what?" feeling after reading it. Prayer is great. It's useful and empowering and starts to get energy in motion. But let me tell you what's even more powerful: action.
There's a big difference in praying for something and waiting versus praying for something and then doing.
You can pray every night for two months for “a hot sexy body that I love" and wait for something to happen, or… you can eat clean and work out every day for two months. Prayer may help. You may have an emotional and mental shift in how you view your body and begin to see yourself as beautiful the way you are (because you so are), or maybe you'll randomly win a “mommy makeover" package from a local plastic surgeon. Either of those things are totally possible. But you know what's probable? Getting closer to "a hot sexy body you love" after two months of steady exercise and healthy eating. Feel me?
Prayer, intention, meditation, thoughts, hopes wishes… it's not enough. It's an excellent start, though.
So, however prayer looks like to you: a bowed head, zen meditation, or a bonfire on the full moon with amulets and crystals in a star formation and an animal sacrifice -- here are a few ways to add energy through action to the “prayer" you're doing for your husband and/or family.
Build them up with words, daily. Out loud.
Speaking good stuff over your family is the natural progression from private prayer. Your spoken words are so powerful and can build up and empower, or break down and depress just as easily. With our children, John and I praise and empower them constantly. After finding out John's love language is Words of Affirmation, I have been pouring into him with positivity and it shows. It makes me feel good seeing my children (and husband) beam with pride after I've verbally loved on 'em.
Pamper them and PAMPER YOURSELF!
I encourage you to substitute the word "pamper" with whatever quality it is you're hoping to make manifest in your family's lives. Spoil, encourage, praise, treat, respect, and acknowledge are just a few examples. There's a saying that you teach people how to treat you. There's also another saying that children *COUGH* and husbands *COUGH* do as they see and not as you say. For these reasons, it's important to not only treat them in the way you want to be treated, but also treat yourself the same way.
I wanted more compliments from my husband. I not only started complimenting him more, but I also started complimenting myself, out loud…in earshot. Hearing me say "damn I look good in this outfit" and "my hair looks so cute today" has sparked something in him to let me know he notices these things as well. The children have caught on and do the same. (Although we're working with Rohan to stop telling his sister she's "one handsome man.")
Work on an affirming project together.
I'm a big fan of the family project. This can be anything from a family date night, at-home movie and popcorn night, a monthly family meeting/check-in, or an actual hands-on project activity. Many couples and families get together to do projects: vision boards, bucket lists, art projects, planting a family herb garden, or making a family mission statement. You can also try out creating a family motto, secret handshake or dance move! The point is to shift the energy between the couple or the family. If you're sitting around praying for your husband to stop smoking and drinking, you may not have great results. But if you convince him into join you for a walk for charity, salsa lessons, or a daily bike ride, he may realize that his not-so-healthy habits are holding him back, and may slow down or even stop.
Encourage them to pray and take actions for themselves.
If you're praying for your husband or family member to make some sort of change in personality, habit or action (e.g. addiction), let me just tell you right now, you need to release that burden. It's not yours to carry, nor does your prayer do anything to impact it directly. What you can do is encourage them to do that energy work as well as make positive moves for themselves. I'm good for suggesting books and websites (once the door has been opened or I've been asked for my input). Once it's out there, let it be. Constantly bringing it up and asking (read: nagging) will not have the desired effect.
How ever you pray and to whom doesn't matter. As long as you follow those energetic efforts with action, you're sure to see an effect.
Featured image by Getty Images
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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
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
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Jackie Aina
Her Handle: @jackieaina
Her Title: FORVR MOOD Co-Founder and Content Creator
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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
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Founder of Sisters In Media Oladotun Idowu
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Oladotun Idowu
Her Handle: @ola_idowu
Her Title: Founder of Sisters In Media
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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
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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
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President of Collective Edge Management Shayla Cowan
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Shayla Cowan
Her Handle: @shayla_pc
Her Title: President, Collective Edge Management
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Co-Founder & CEO of Fearless Fund
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Arian Simone
Her Handle: @ariansimone
Her Title: Co-Founder & CEO, Fearless Fund
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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