SheaMoisture launches ‘It Comes Naturally’ campaign to empower black women and support minority entrepreneurs

SheaMoisture / Linda Malawa

Unilever-owned hair care brand, SheaMoisture has launched a new ongoing omnichannel campaign called ‘It Comes Naturally’, which seeks to celebrate Black culture and heritage as well as support black-owned businesses.

The new campaign is an “unapologetic portrayal of a shared experience of resilience and creativity”.

SheaMoisture partnered up with polycultural marketing company Joy Collective and advertising agency BBDO to create the campaign.

The campaign features six female artists who created animations, illustrations, textiles and videos, among other assets that reference the history of Black beauty and natural hair.

‘It Comes Naturally’ is SheaMoisture’s largest campaign in approximately five years, said Cara Sabin, SheaMoisture CEO. The campaign will be promoted across the brand’s e-commerce and social channels, through in-store partners and across linear and OTT television ads.

Alongside the launch of ‘It Comes Naturally’, the hair-care brand is also an expanding its existing Community Commerce program, which was formalised in 2014 as a corporate social responsibility initiative that provides support and community development to black business owners and community leaders.

Since 2014, Community Commerce has distributed over $6 million to Ghanian women who produce shea butter for the brand.

Previously, Community Commerce was funded by an undisclosed percentage of limited edition product sales, however that’s now being permanently extended to every product sale.

CEO of SheaMoisture, Cara Sabin said: “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.”

“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 labour of love and an uncompromised collaboration with other black voices and storytellers, as we continue our mission of supporting our community through impact.”

CEO of JOY Collective, Kelli Richardson Lawson added: “As a black and women-owned creative firm grounded in cultural understanding, we are honoured to be a part of this purpose-led work to support one of our most cherished brands, SheaMoisture.”

“We take pride in the opportunity to showcase the brilliance of our community through beautiful artistry of black women, by black women.”

SheaMoisture has launched its latest campaign in a cultural climate where there is public reckoning around the disenfranchisement of BAME communities.

The beauty industry has seen a surge of brands highlighting the lack of diversity within their employee and executive structures, the merchandising of skin-lightening products and the way marketing and communications have minimised or ignored BAME customers.

SheaMositure’s new campaign seeks to reclaim ownership for Black women’s participation in the cultural and beauty industry’s evolution.

In May, the hair care brand created a fund to help black and ethnic minority salon owners in the UK hit by the Coronavirus pandemic, providing cash injections of up to £10,000.