SheaMoisture Celebrates Black Artists in New Campaign


SheaMoisture has launched their newest campaign, “It Comes Naturally,” and it highlights the power of Black women.

The beauty and personal care brand enlisted six artists to draw illustrations that bring to life the stories, legacy, and heritage carried by Black women through different generations. The artists are Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega.


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Black women have done it all, displaying a strength and grace that flows naturally. Fueled by rich heritage and legacy, she is a portrait of resilience and audacity. Even in a world that’s constantly pushing back, she finds ways to propel herself and her loved ones forward. She is a promise to her community that we will triumph. Without you, there is no us. SheaMoisture is proud to present “It Comes Naturally,” a celebration of YOU and your entrepreneurial spirit. As we continue to amplify the voices of Black entrepreneurs, we knew it was crucial to strengthen our commitment to you. We partnered with six (6) Black artists to define and depict Black womanhood in six (6) different illustration styles. Each style celebrates you, naturally, and underscores your efforts to empower one another. Your SheaMoisture purchase helps invest in the dreams of Black women entrepreneurs, so as you nourish your beauty, you support Black businesses in your communities. See your impact at #ItComesNaturally #SheaMoisture Illustrators: @bisabutler, @alexis.eke, @MonicaAhanonu, @indoorcatgirl, @ellemawala, @reynanoriega_ Composer: Crystal Caines Music Supervisor: Alex Menck Music Coordinator: Breanna McFarlane Voiceover Artist: Mia Bankston Mix Engineer: David Papa Studio Director: Justine Cortale Shealist Businesses: @ceeceesclosetnyc, @harlemcandlecompany, @itsviviankaye, @akwaabainns, @eyeseeme_bookstore, @wwboxnyc, @dryolandalenzy, @thebarkshoppe, @emojisgrilledcheese, @joliejordanboutique

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“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,” SheaMoisture CEO Cara Sabin exclaimed in a statement. “We’re proud to introduce this campaign, a true labor of love and an uncompromised collaboration with other Black voices and storytellers.”

As part of the campaign, SheaMoisture has decided to donate the proceeds of the art to Black women community leaders and entrepreneurs. This campaign comes five months after SheaMoisture pledged $100,000 to help fight social justice.

What’s more, in April, SheaMoisture partnered with We Buy Black and pledged $1 million to support women entrepreneurs and small business owners of color impacted by COVID-19 as Black business owners are disproportionately affected by the pandemic and financial crisis. Those selected after the application process received educational resources in the form of online learning tools through the Women of Color Businesses E-Lab. Applicants were selected based on their uniqueness in reaching customers during the COVID-19 pandemic.

“It Comes Naturally” comes amid America’s biggest civil rights movement of the century, and the work of the women is not only impactful but beautiful as well. You can learn more about SheMoisture’s new campaign on their website here.