SheaMoisture: Creating Legacy While Honoring Roots

For far too long, beauty standards left entire communities out of the conversation. But from the very beginning, SheaMoisture has been intentional about rewriting that narrative and built a legacy rather than following a trend.

If you grew up with textured hair like I did, you remember what the shelves in more ‘traditional’ beauty stores used to look like. The options were limited, the messaging was narrow, and the industry rarely reflected the needs of African American beauty consumers. SheaMoisture changed that; not in response to pressure from consumers, but rather because it was the right thing to do.

Their products were created out of necessity, guided by heritage, and driven by purpose. They saw a community being overlooked, and instead of waiting to be invited into the conversation, they built their own table. SheaMoisture is one of the first brands to prioritize textured hair with formulas made from natural, sustainably sourced ingredients way before the rest of the industry began to catch up.

SheaMoisture is more than a personal care brand. It’s also a platform for representation. A force for economic justice, and a community grounded in care. Through high-quality, natural products and a commitment to serving textured hair, SheaMoisture has proven that beauty doesn’t just reflect how we look—it reflects how we show up for each other.

Empowering Black Entrepreneurs Through Action

At the heart of the brand is a bold commitment to close the $11 trillion racial wealth gap. Over the years, they’ve reinvested over $10 million directly into Black communities through strategic partnerships, business grants, and mentorship opportunities.

Their Community Commerce platform is a great example of this commitment. The Next Black Millionaire Fund, developed with the New Voices Foundation, offers financial investment, executive coaching, and visibility to help Black entrepreneurs scale their businesses. And through their docuseries, The Next Black Millionaires, SheaMoisture tells those stories with dignity and celebration. What a great reminder that economic empowerment starts with access, education, and belief.

To date, they’ve provided over 50,000 hours of business education to Black Entrepreneurs. Because building a business requires more than funding—it takes knowledge, the right tools, and a trusted community.

Legacy-Driven, Future-Focused

SheaMoisture’s roots trace back to 1912, when Sofi Tucker began selling shea butter and African black soap in Sierra Leone. Today, her legacy lives on through a brand that honors its origins while evolving with intention. While Sundial Brands, the parent company of SheaMoisture, was acquired by Unilever in 2017, its legacy as a company that has historically championed inclusive beauty and served unmet needs of consumers of color, remains. Other brands within the Sundial family include Nubian Heritage, nyakio™, and the legendary Madam C.J. Walker products.

To continue its mission in uplifting the communities behind the product, SheaMoisture works directly with women-led cooperatives in Ghana and Burkina Faso to source organic shea butter and virgin coconut oil, partnering with the Savannah Fruits Company. These women are the heart of the brand’s mission.

With more than $12 million invested in shea butter over the last decade, and over $1 million in fair trade premiums paid directly to women, SheaMoisture shows that sourcing ethically is more than just a trend; It’s a long-term commitment to doing what’s right.

SheaMoisture held firm to its values, deepened its mission, and continued to serve the communities that built its foundation. They’ve never chased validation—they’ve modeled it. With cruelty-free, fair-trade, and eco-conscious products, they’ve redefined what it means to grow with integrity.

Impact That Extends Beyond Borders

The story doesn’t end in the United States. SheaMoisture’s commitment to ethical sourcing has transformed lives across West Africa, where they partner with women-led cooperatives to harvest ingredients like shea butter and virgin coconut oil. These long-term partnerships have helped over 53,000 women increase their income by 89%, creating generational wealth that didn’t exist before. Raphael Gonzalez, Managing Director of Savannah Fruits Company says, “Most women in the cooperatives are now able to send their daughters to school, whereas before they could only afford to send their sons.”

In addition to their work with The Savannah Fruits Company in West Africa, SheaMoisture has forged impactful partnerships across education, wellness, and entrepreneurship. Programs with organizations like Girls With Impact, Tuck Executive Education at Dartmouth, and New Voices Foundation provide mentorship and executive training to help Black women scale their businesses and lead with confidence. Collaborations with Brown Girl Jane and Swivel promote wellness, visibility, and support for Black women founders, while partnerships with Good Mirrors Aren’t Cheap and The Gathering Spot foster creative communities and professional growth.

These aren’t just brand affiliations—they’re long-term investments in systemic change. Whether it’s helping a young entrepreneur find their first customer or ensuring a woman in Ghana can send her daughter to school, SheaMoisture is creating a ripple effect that turns everyday purchases into lasting progress.

In total, more than 345,000 people have been positively impacted by SheaMoisture’s fair-wage initiatives, training programs, and infrastructure investments. This is what it means to build generational wealth globally. And this doesn’t even include the emotional impact on consumers who have been empowered to wear their naturally textured hair!

Purpose, Not Just Product

Every product SheaMoisture sells is a reinvestment into the communities that make their success possible. Through their community commerce model, SheaMoisture has built a framework that supports Black women entrepreneurs from the ground up—funding, mentoring, and spotlighting them every step of the way. One standout initiative is The Shea List, a curated directory of Black-owned businesses that customers have helped support just by choosing SheaMoisture products. It’s a powerful example of the collective power of conscious spending and a celebration of the thriving businesses that have growth through that support.

At Vagaro, we champion small businesses and the entrepreneurs behind them. That’s why SheaMoisture resonates so deeply. Their approach reminds us that business can carry so much meaning. They’ve shown that you can lead without compromising values, scale without losing soul, and make products that care just as much as the people who use them.

“This is not just handing out dollars or donations. It’s how we create new possibilities by providing access to entrepreneurial opportunities, and resources to enrich lives, families, and businesses.” - Simone Jordan, Sundial Global Head of Purpose and Brand Partnerships

SheaMoisture has never been just a brand. It’s a movement. A promise. A reminder that when we honor where we come from, we make room for where we’re going.

And that’s something worth celebrating.