Opening up to a wider customer base was seen as a betrayal... but doesn't a brand have the right to open up and cater to all hair types?
Faced with the reactions of its long-standing customers, the brand quickly reacted by withdrawing the advertisement and apologizing.
Subsequently, it reaffirmed its Community Commerce model (reinvestment of at least 1% of net sales), its B Corp certification and the maintenance of Black-led governance.
In hindsight, the integration into the group allowed for the expansion of distribution , industrial capacities and community investments (including the New Voices Fund), while maintaining the initial anchoring.
New Voices Fund to support Black entrepreneurs
The agreement with Unilever is accompanied by the creation of the New Voices Fund (initial deployment $50M, ambition $100M) to finance, coach and connect hundreds of Black-owned businesses.
Among the brands supported: Mielle (now out of the portfolio and acquired by P&G), The Lip Bar, The Honey Pot Company, Beauty Bakerie and Mented Cosmetics. Each time, clear objectives:
- Accelerate growth,
- Structure the distribution,
- Creating sustainable value within Black communities.
Richelieu Dennis at a New Voices Fund seminar
Truly Black-led leadership
The brand emphasizes that it remains Black-led : Black women leaders continue to hold key positions—at the helm of Sundial Brands (steering Shea Moisture), in marketing, and in impact and partnership strategy—ensuring continuity between mission and actions. These include:
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Cara Robinson Sabin — CEO of Sundial Brands (parent company of Shea Moisture). She also led Beauty & Wellbeing at Unilever NA.
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Taydra Mitchell-Jackson — Chief Marketing Officer (Sundial/Shea Moisture): innovation, NPD, equity & engagement.
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Simone Jordan — Global Head of Purpose & Brand Partnerships (Sundial/Unilever): leads community impact strategy and partnerships.
Measurable commitments to the community
Each year, Shea Moisture reinvests ≥ 1% of net sales to support economic opportunities (scholarships, grants, programs).
Recently, the brand has highlighted over $10 million in cumulative programs, over 50,000 hours of entrepreneur education, and over 250 small businesses supported—all while fairly compensating tens of thousands of women in the shea industry. Sundial Brands has been a certified B Corp since 2015.
Why Shea Moisture appeals to "kinky," "frizzy," and curly hair
Philosophy of formulation
Shea Moisture treatments are based on a foundation of plant-based ingredients —shea butter from cooperatives, nourishing oils and butters, humectants that attract and retain water—supplemented, depending on the range, by targeted active ingredients (protein reinforcement, softening agents, shine boosters). The goal is not to transform the texture, but to respect the nature of the hair , improve hydration, limit breakage and reduce frizz while preserving the bounce of the curls.
Texture and use
The formulas favor sensory textures (light milks, rich creams, defining jellies) that spread easily and rinse out without feeling heavy. Each range addresses a specific hair situation—chronic dryness, loss of elasticity, need for definition, return to natural—so you can build a cohesive routine.
Care that works, in practice
On "textured" hair, effectiveness is measured by simple signs: softer feel, curls that regain shape after drying, reduced detangling time, limited breakage during styling. As a complete routine, you get a better hydrated, more elastic fiber, and definition that lasts longer.
Generous formats
The formats are designed for regular, family use. Since the textures are concentrated, a small amount is sufficient per section: this optimizes consumption and facilitates regularity (washing, care, leave-in, finishing).
Shea Moisture ranges available at Colorful Black
Coconut & Hibiscus — definition & shine
For soft, defined and luminous curls. Featured product: Curl Enhancing Smoothie .
Jamaican Black Castor Oil (JBCO) — Strength & Repair
Ideal after chemical/thermal treatments: strengthens and reduces breakage. Featured product: Strengthen & Restore Treatment Mask .
Manuka Honey & Mafura Oil — deep nutrition
Intense hydration and softness, perfect for dry/thick hair. Featured product: Intensive Hydration Hair Masque .
Manuka Honey & Yogurt — repair & elasticity
Proteins + hydration to limit breakage and restore bounce. Featured product: Hydrate + Repair Shampoo .
Raw Shea Butter — transition & comfort
Ideal for returning to natural after straightening/relaxing. Featured product: Moisture Retention Deep Treatment Masque .
Kids (Coconut & Hibiscus, Mango & Carrot) — softness & detangling
Formulas designed for children: gentle cleansing, nutrition and anti-frizz. Featured product: Mango & Carrot Kids Shampoo .
Shea Moisture FAQ
Is Shea Moisture still Black-led?
Yes. Following the Unilever acquisition, Black women leaders continue to hold key positions (Sundial Brands leadership, marketing, purpose/partnerships), ensuring the continuity of the mission and community programs.
Which ranges do you recommend as a priority?
Depending on your needs: Coconut & Hibiscus (definition), JBCO (repair), Manuka & Mafura (hydration), Manuka & Yogurt (protein boost), Raw Shea Butter (transition), Kids (children). See the brand .
Is Shea Moisture suitable for children?
Yes, the Kids line is designed for them. Example: Kids Mango & Carrot Shampoo .
Where to buy Shea Moisture in France?
At Colorful Black, in store (7 rue Poissonnière, 75002 Paris) and in our online selection .
