Afro Sheen’s latest campaign is helping entrepreneurs get paid.

According to PR Newswire, The brand created the #IDoWhatIDo digital campaign to celebrate the beauty, creativity, and unique style of Black culture.

“The #IDoWhatIDo digital campaign focuses on the effortless style and authenticity of the Black community,” said the company in a press release. “Known for pushing the boundaries, Afro Sheen products are designed for the everyday trendsetters and culture creators who stamp their mark of individuality on everything they touch. This campaign aims to highlight the creative community of Afro Sheen consumers who stand out in their own way, whether fro’d, braided up, or twisted out. Afro Sheen will work with a band of creators to share their personal style stories, with a focus on strengthening advocacy among men and empowered Gen-Z consumers.”

The haircare brand is also teaming up with Black Girl Ventures, a nonprofit organization that ignites civic engagement and hyperlocal infrastructure at the intersection of business support services, supplier diversity, as well as social and financial capital.


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Together they will produce a first-of-its-kind national hair care pitch competition for Black and Brown hairpreneuers. The partnership will also provide mentorship, business education opportunities, and resources to women-identifying founders of color.

Led by the expertise of Afro Sheen’s executive leadership, the initiatives are the perfect example of the iconic brand’s ongoing connection to its community and customers.

For more information on how to apply for the Black Girl Ventures x Afro Sheen Pitch Competition, click here.