This Mother’s Day, SheaMoisture has partnered with singer-songwriter Ari Lennox to kickoff a campaign that aims to celebrate the unique and vital roles that moms and mother-figures play in guiding young Black girls developing hair journeys.
The campaign — which is launching in tandem with SheaMoisture’s new Wig & Weave Hair Care collection — highlights the multigenerational tradition of passing on healthy hair regimens and values that empower young Black women to embrace their natural curls and coils.
“We are so thrilled to be a part of this campaign with SheaMoisture,” Lennox says. “My mom’s guidance has been so integral throughout my personal hair journey, and she is a source of inspiration within my life. For many women, our mothers and mother figures teach us and guide us in a way that fosters confidence and encourages authenticity. They are the first examples of beauty and strength that we see, so we are proud to join SheaMoisture to showcase the beautiful bond that we share.”
Lennox’s partnership with the hair care brand includes a two-part, eight-minute interview that features the singer and her mother discussing their relationships with personal hair journeys, the importance of versatile protective hairstyles and so much more.
In regards to her own hair journey, Lennox shares that “I used to get perms a lot and started perming my own hair and completely damaged my hair. I went to the salon and they completely cut my hair.”
“Back then, I felt like kids didn’t really embrace girls with short hair. So then when I started getting into braids with straight hair at end and through that process I found out what my texture looked like, I never knew,” she adds. “Now, I love how diverse it is (my hair). It has different personalities. It can be all the ranges of the fours at any moment. It can be 4A it can be 4c.”
One of the singer’s favorite SheaMoisture products to use is the Coconut Hibiscus Curl Enhancing Smoothie which she calls “incredible,” and credits the brand as something that “has been a staple in my natural hair journey.”
For more information on SheaMoisture’s latest campaign, click here.