SheaMoisture’s New Campaign Is An Ode To Beauty & Strength Of Black Women

SheaMoisture has been serving up Black hair magic for years with its shea butter infused lineup of haircare products. The Black-led beauty brand is now giving us Black beauty life with a new campaign.

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The It Comes Naturally campaign features artwork by six Black women artists to celebrate the beauty and strength of Black women.

Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega collaborated with the brand to create illustrations celebrating the textures of Black women’s hair, stories, legacy, and heritage.

“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 in a recent 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.”

The campaign also marks the kick-off of the brand’s newest commitment to dedicate proceeds from every sale to help support Black women entrepreneurs. This follows SheaMoisture’s previous efforts over the past year, including its $1M Community Commerce fund supporting women of color entrepreneurs who were impacted by COVID-19 and a $100K fund for activists working to address social justice issues within the Black community.

Press play above to watch the artists’ work come to life and swipe through for the full artist gallery.