As one of the most popular and recognizable Black-led beauty brands on shelves today, SheaMoisture has a visibility that other brands strive to achieve. But with that visibility comes responsibility, and for the beloved body- and hair-care brand, that means sharing that visibility with the Black community and — with its new It Comes Naturally campaign — specifically with Black artist women artists and entrepreneurs.
In what SheaMoisture is calling “a forward-looking celebration of Black identity,” It Comes Naturally features artwork by six artists — Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega — that portray multiple generations of Black women’s stories and heritage. “Portrayed beautifully in rich illustrations, these women are everything their ancestors envisioned, and everything the future needs – naturally,” the brand says in a statement.
“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,” CEO Cara Sabin said in a statement. “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.”
Launching across broadcast, digital, and social channels, It Comes Naturally coincides with the brand’s latest pledge to dedicate proceeds from every SheaMoisture purchase to directly investing in Black women entrepreneurs.
It Comes Naturally is the latest of several initiatives taken by SheaMoisture this year. The brand has already launched a million-dollar fund supporting women-of-color entrepreneurs who have been impacted by COVID-19 and worked with a social-justice coalition that has advised the brand on a $100,000 investment fund distributed to police-reform, healthcare, voting-rights, and economic activists in the Black community.
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