SheaMoisture Launches Campaign

SheaMoisture has unveiled “It Comes Naturally,” a new brand campaign created by a team of Black artists and multicultural creatives that conveys the essence of Black women and is an unapologetic portrayal of a shared experience of resilience and creativity. In tandem with the campaign, SheaMoisture also announced a pledge to commit proceeds from products sold as an investment dedicated to helping realize the dreams of Black women entrepreneurs.
 
It Comes Naturally is a celebration of Black identity. Six Black female artists – Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega – were commissioned to create a distinctive and stirring campaign that brings to life the stories, legacy, and heritage carried by Black women through generations. Portrayed in rich illustrations, these women are “everything their ancestors envisioned, and everything the future needs – naturally.”
 
“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,” said SheaMoisture CEO Cara Sabin.
 
“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,” commented Tracey Jennings, SheaMoisture’s SVP, marketing and creative excellence. “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-in-class standard for representation in the beauty industry, and in the culture at large.”
 
Pledge to Invest
 
Coinciding with the campaign is SheaMoisture’s pledge to dedicate proceeds from every single purchase as direct investments to Black women entrepreneurs. This commitment is part of the brand’s long-standing Community Commerce program, through which SheaMoisture has provided community development and economic support to Black entrepreneurs and community leaders.
 
“Community Commerce is rooted in the belief that commerce can bring true economic independence and empowerment to our communities,” said Simone Jordan, SheaMoisture’s Head of Community Commerce, Sundial Brands. “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.”
 
Through this purpose-driven business model and with the launch of It Comes Naturally, SheaMoisture hopes to put the power to drive community investment directly in the hands of consumers.