African-American Beauty Brand SheaMoisture Releases Commercial; Speaks On ‘Ethnic’ & ‘Beauty’ Aisles

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African-American Beauty Brand SheaMoisture Releases Commercial1

After 25 years in the business, African-American beauty brand SheaMoisture released it first ever commercial. The brand is breaking down the wall in their short film.

The impactful film which is already receiving high praises online focuses on the discriminatory divide in drugstore aisles for beauty products for women of color.

Sundial Brands, which is SheaMoisture‘s parent company was founded in 1992 by African migrants and is still family owned. Last September, Bain Capital took a minority investment in the company which was valued at $200 during that time.

The commercial was produced by creative agency Droga5.

The film speaks directly to the beauty brand’s core customer base – women, men and infants of color – and encourages them to #BreakTheWalls.

I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal,” said Sundial CEO Richelieu Dennis in a statement. “[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.”

Photos Credit: SheaMoisture’s Instagram

Video Credit: SheaMoisture’s YouTube

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Donovan is the CEO and Editor-In-Chief of For all general inquiries please email Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.