It Comes Naturally

It Comes Naturally
Image from SheaMoisture’s It Comes Naturally campaign – The Dallas Examiner screenshot/SheaMoisture video


A bold new national campaign celebrates the beauty and resilience of Black women

Black PR Wire


NEW YORK – (Business Wire) – 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 was recently unveiled by SheaMoisture.

In tandem with the campaign, the company also announced its new pledge to commit proceeds from products sold as an investment dedicated to helping realize the dreams of Black women entrepreneurs.

“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 explained. “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.”

The company has been committed to serving those who have been underserved. Shea butter is one of the brand’s core ingredients, praised for its hydrating and nourishing properties. As part of their community commerce business model, the company partners with women-led co-ops in Northern Ghana to source their namesake shea butter. With the core belief that commerce can bring true economic independence and empower women to break cycles of poverty, the brand further reinvests into both the co-ops and the communities it serves throughout the U.S.

“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,” said 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.”

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.

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.

“As a Black and women-owned creative firm grounded in cultural understanding, we are honored 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 the company’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 the company 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 the national campaign, the company expressed that it hopes to inspire and put the power to drive community investment directly in the hands of consumers that have helped it become the leading brand it is today.

“Partnering with SheaMoisture to create this visual story was a passion point for our team,” said SVP, Senior Director Khari N. Mpagazehe of BBDO NY. “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.”



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