I originally wrote this post without input from the Shea Moisture brand, but after reaching out to the brand for more information, they generously provided samples for me to review and give away. Stay tuned for an awesome giveaway in a few days!
I’ve been sharing recently about going curly after years of straightening my hair. An important part of that process is the product I use.
Ingredients are key for curly girls. Traditional hair products are filled with sulfates that strip out moisture and silicones that weigh down curls. While my previous hair products were paraben-free and cruelty-free, I was eager to move on to something better for my hair AND better for the planet.
Right now my favorite line is Shea Moisture. I love the natural ingredients and ultra-readable label, and I appreciate that any fragrance in the products comes from essential oils or other plant-derived ingredients.
Founded by Liberian-born Richelieu Dennis, Shea Moisture is a tribute to his grandmother, Sofi Tucker, who began selling handmade shea butter soaps and salves to support her family in Sierra Leone. Today the Shea Moisture brand puts profits back into their producer communities and other initiatives to empower women in the United States and Africa.
Shea Moisture’s parent company, Sundial Brands, is a Certified B Corp with a Fair for Life certification for shea butter sourcing. The company seeks to source ethically and support partner communities with fair wages and infrastructure investment, with 10% of the proceeds of select products going back into communities and non-profits as part of the Community Commerce program.
So far, my favorite Shea Moisture lines are Coconut & Hibiscus and Raw Shea Butter. They keep my hair moisturized and have a delicious smell thanks to the yummy ingredients. (However, I was not a fan of the Jamaican Black Castor Oil line due to the strong scent.) Shea Moisture recently sent me additional products to try, and I’m super excited to use the Fruit Fusion line for my fine, curly hair.
Shea Moisture hair products have long been used by women of African descent, and you often can find the brand in the multicultural section of hair care aisles. In recent years the brand has launched a #BreaktheWalls campaign to address segregation in the beauty aisle. This year the brand encountered controversy as some marketing materials featured fewer of the black female consumers who have supported the brand for years, potentially to attract more white customers. I am ill-equipped to address this issue, but welcome comments on the topic if you want to share your experience. In the meantime, I am thankful to have found Shea Moisture to support healthier hair, a healthier me, and a healthier planet.