Shea Moisture is Breaking Down Walls With its First Commercial!

“There’s a section called ethnic, and there is an aisle called beauty.”

This is one of the most well known facts to Black women all across America, we have never felt welcome in the general beauty sections of most stores and it is something we’ve always accepted.

Shea Moisture’s first television commercial aims to break down that wall that separates us from being a part of beauty.

The brand, owned by Sundial Brands, has faced some scrutiny in the last year when Bain Capital took a minority investment in September. Loyal brand fans and consumers seemed concerned that someone like Mitt Romney would have his hands in their hair.

But it looks like there’s no need to worry as Shea Moisture continues to prove it’s loyalty to it’s roots and it’s majority African American customer base.

READ: Mitt Romney an “Owner in Shea Moisture”, Should We Be Concerned?

Their first for television commercial, produced by creative agency Droga5, evokes some literal Black girl magic to shake down the barrier between the beauty aisle and the obscure corner where all “ethnic” beauty products are banished.

They also released a behind-the-scenes clip that featured everyday women and beauty bloggers discussing the plague of the beauty aisle divide.

In a statement Sundial CEO Richelieu Dennis explained, “I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal. [S]eparating ‘beauty’ from ‘ethnic’ has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society – which is why we began leading the efforts to break down those walls.”

The #BreakTheWalls campaign encourages men, women, and children of color to embrace their right to be included with all other beauty products and break down the wall that divides them into an ethnic section.

Check out the new commercial below and let us know if you’re down to #BreakTheWalls!

Ariel Leconte

Ariel Leconte

Ariel is the Associate Editor of Jawbreaker and creator of Revolutionary In Pink Pumps blog. She is equally obsessed with social justice, lipstick, culture, and red wine.