Since its launch in 1991, SheaMoisture has been committed to celebrating the beauty of Black women. And the beauty and personal care brand is underscoring its celebration of Black womanhood yet again with the launch of its latest campaign, "It Comes Naturally." Created by a dynamic team of Black and multicultural creatives, the new campaign depicts the vibrant essence of Black women and the shared experience of resilience and creativity.
"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," says SheaMoisture CEO Cara Sabin in a press release. "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 a moment of transformative cultural change, the brand describes It Comes Naturally as a forward-looking celebration of Black identity. For the campaign’s visuals, the brand tapped six Black female artists—Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega—to create vivid illustrations that captured the dynamic stories, legacy, and heritage carried of multi-generational Black women.
In tandem with the campaign, SheaMoisture has also pledged to dedicate proceeds from every product sold to invest in Black women entrepreneurs. This groundbreaking initiative is part of the brand’s Community Commerce program, which helps to empower Black entrepreneurs through community development and economic support.
"Community Commerce is rooted in the belief that commerce can bring true economic independence and empowerment to our communities," says Simone Jordan, SheaMoisture’s Head of Community Commerce. "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."
In addition to the It Comes Naturally campaign, SheaMoisture has also launched several other community initiatives in recent months including a $1 million fund supporting women of color entrepreneurs impacted by COVID-19 and a social justice coalition led by prominent community leaders advising the brand on a $100K investment fund distributed to activists working across social issues impacting the Black community including police reform, healthcare access, voting rights, and economic justice.
To learn more about the It Comes Naturally campaign and SheaMoisture’s community initiatives, visit sheamoisturefund.com.