Shea Moisture
| Product type | Personal care |
|---|---|
| Owner | Richelieu Dennis, Nyema Tubman & Mary Dennis |
| Country | United States of America |
| Introduced | 1991 |
| Markets | International |
| Website | www |
Shea Moisture is a personal care company which focuses on shampoo, conditioner and body wash. The company was founded in Harlem in 1991 by Liberians Nyema Tubman and Richelieu Dennis (and his mother Mary Dennis), both of whom were refugees to the United States. The company was inspired by Dennis' Sierra Leonean grandmother, Sofi Tucker, who sold shea butter at a village market in Bonthe, Sierra Leone in 1912.
In 2015 and 2016, Shea Moisture was voted Overall Favorite Brand in Naturally Curly's annual Best of the Best survey.
In 2015, the company generated controversy for featuring a white baby.
In April 2016, the company launched the "#BreaktheWalls" campaign, which promoted more ethnic inclusion and empowerment. The next year, company released another commercial with the message "Break free from hair hate", which featured mostly white women. The commercial generated controversy for barely featuring the brand's original customer base, which were dark-skinned kinky hair women. The company soon issued an apology, saying that they “really f-ed this one up.”
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Wikipedia