The pioneering beauty and personal care brand partnered with BBDO NY and JOY Collective for 'It Comes Naturally' spot to inspire and empower the community it serves
SheaMoisture unveils 'It Comes Naturally', a new brand campaign created by a powerhouse 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 announces our new, unprecedented pledge to commit proceeds from products sold as an investment dedicated to helping realise the dreams of Black women entrepreneurs.
Set against both a global social justice movement and a moment of transformative cultural change, 'It Comes Naturally' is a forward-looking 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 beautifully in rich illustrations, these women are everything their ancestors envisioned, and everything the future needs – naturally.
“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. “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.”
Working behind the scenes on every aspect of the campaign was a team of content creators who brought a shared identity and experience to the collaboration, and who also carried an understanding and reverence for the brand’s muse. “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,” added 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 realise 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.”
“Partnering with SheaMoisture to create this visual story was a passion point for our team. With that came the immense privilege of creating the kind of representation that Black women, like me, want to see in our media and in business leaders in our communities. We took our dreams and made them reality,” commented SVP, senior director Khari N. Mpagazehe of BBDO NY.
“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,” said Kelli Richardson Lawson, CEO, JOY Collective.
Coinciding with the campaign is SheaMoisture’s groundbreaking 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,” says 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 not only inspires but puts the power to drive community investment directly in the hands of consumers that have helped SheaMoisture become the leading brand it is today.