SheaMoisture is continuing its long-standing commitment to Black women and the beauty community with the launch of a bold new campaign.

Today, the pioneering beauty brand unveiled its It Comes Naturally campaign — a new brand initiative intentionally created by a powerhouse team of Black artists and multicultural creative partners that highlights the unapologetic beauty and resilience of Black women.

The campaign — which coincides with the brand’s community investment program — arrives amid the global social justice movement with a forward-looking outlook on celebrating Black identity.

Each of the six Black women artists commissioned for this campaign — including Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega — were recruited to help mold a distinctive and revolutionary campaign to revitalize the stories, legacy, and heritage written by Black women over several generations.

Illustration by Bisa Butler

The idea behind these illustrations was to capture the natural essence of Black women through the eyes of our ancestors, manifesting everything the future should be with us in mind.

“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 in a statement. “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 women and creators behind this campaign utilized parts of their identity and shared experiences to deliver a sense of understanding for what the brand is trying to accomplish.

“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,” Tracey Jennings, SheaMoisture’s SVP, Marketing and Creative Excellence, said in a statement.

“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,” she added. “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.”

Additionally, SheaMoisture’s efforts to include both a Black and women-owned creative agency to produce this campaign speaks volumes to who they want this campaign to touch.

“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,” said Kelli Richardson Lawson, CEO JOY Collective, in a press statement. “We take pride in the opportunity to showcase the brilliance of our community through beautiful artistry of Black women, by Black women.”

In addition to the campaign itself, SheaMoisture has also announced a new pledge to commit proceeds from its sold products as an investment toward Black women entrepreneurs achieving their dreams.

According to a press release, the decision to sew these investments back into the community is one that aligns with the brand’s 20-plus year mission to invest, support, and champion Black women.

Through this purpose-driven brand campaign, SheaMoisture both inspires and reinvests power back into our community. Its commitment to Black women and people of color in the beauty world is the reason it remains one of the leading companies in the industry.

For more information about SheaMoisture’s new campaign, click here.