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Shea Moisture celebrates beauty, resilience of Black women


Shea Moisture is paying tribute to not just the beauty, but the strength and resilience of Black women everywhere.

To do just that, the brand has unveiled its new “It Comes Naturally” campaign, which was created by a team of Black artists and multicultural creatives, and shares the unapologetic portrayal of shared experiences of both resilience and creativity, the company said.

Illustration by Bisa Butler

“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,” said SheaMoisture CEO Cara Sabin. “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 labor of love and an uncompromised collaboration with other Black voices and storytellers, as we continue our mission of supporting our community through impact.”

Set against both a global social justice movement and one of transformative cultural change, the campaign features the work of six Black female artists — Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala and Reyna Noriega.

“This work is a manifestation of how we live our purpose out loud by investing in Black women to create something meaningful for Black women,” Tracey Jennings, SheaMoisture’s senior vice president of marketing and creative excellence, said. “We built a unique hybrid agency team by partnering with BBDO and polycultural marketing firm Joy Collective to realize our vision and lead a dynamic rockstar team of Black and multicultural writers, artists, editors and music composers. This innovative, cross-agency model has set a new best-inclass standard for representation in the beauty industry, and in the culture at large.”

Illustration by Alexis Eke

In addition to working with the artists, Shea Moisture also had a team of content creators working behind the scenes who not only brought a sense of shared identity and experience to the campaign but also carried an understanding for its muse, the company said.

“As a Black and women-owned creative firm grounded in cultural understanding, we are honored 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,” Kelli Richardson Lawson, CEO of Joy Collective, said.

Shea Moisture also announced that it will donate proceeds from every purchase of its products as investments to Black women entrepreneurs.

“Community Commerce is rooted in the belief that commerce can bring true economic independence and empowerment to our communities,” Simone Jordan, SheaMoisture’s head of community commerce at Sundial Brands, said. “We are excited to begin a new chapter of our story and dedicate even more resources and support so that those in need can succeed and thrive.”

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