SheaMoisture empowers black women with new campaign and 'unprecedented' pledge to support minority entrepreneurs

The Unilever-owned hair care brand will donate a portion of sales from all its products to supporting black female entrepreneurs

Illustration by Bisa Butler

SheaMoisture, the Unilever-owned hair care brand, is ramping up its efforts to celebrate and inspire black women with its latest advertising campaign and pledge to support black-owned businesses.

Said to be an “unapologetic portrayal of a shared experience of of resilience and creativity”, the 'It Comes Naturally' campaign shares the stories, legacy and heritage of black women throughout generations, illustrated by artists Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala and Reyna Noriega.

Cara Sabin, CEO of SheaMoisture , said: “SheaMoisture was founded as a response to needs in our community, not only for premium products celebrating our natural hair, but also institutional and cultural needs.

“Since day one, SheaMoisture’s mission has been to invest in, support and empower black women.

“Today, we’re proud to introduce this campaign, a true labour of love and an uncompromised collaboration with other black voices and storytellers, as we continue our mission of supporting our community through impact.”

Giving back to black

To create the campaign, SheaMoisture partnered with with polycultural marketing company JOY Collective and advertising agency BBDO to curate a team of black content creators to bring their shared identity and experience to the table, an approach which the brand hopes will create new best-in-class standard for representation in the beauty industry.

Kelli Richardson Lawson, CEO of JOY Collective, added: “As a black and women-owned creative firm grounded in cultural understanding, we are honoured to be a part of this purpose-led work to support one of our most cherished brands, SheaMoisture.

“We take pride in the opportunity to showcase the brilliance of our community through beautiful artistry of black women, by black women.”

Alongside the campaign, SheaMoisture has also announced it will donate a portion of proceeds from sales of all of its products to initiatives supporting black female entrepreneurs, as part of its long standing Community Commerce programme, which provides support and community development to black business owners and community leaders.

Meanwhile, in May, the hair care brand launched a fund to help black and ethnic minority salon owners in the UK who were struggling during the coronavirus pandemic, offering cash injections of up to £10,000.

Read more about what brands are doing to support black employees and entrepreneurs in the wake of the Black Lives Matter movement here.

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