Why SheaMoisture's #BreakTheWalls Campaign Really, Really Matters

Why SheaMoisture's #BreakTheWalls Campaign Really, Really Matters

Our standards of beauty have changed so much over the years and while we have made progress with accepting most forms of beauty in our society, we fall short in others. Brands are not all inclusive with their products and the “ethnic” section is small in comparison to “beauty” sections at our local stores.

The question is why? Why designate a small space separate from the rest of the aisle designated for women and men who are considered “ethnic”? National brand SheaMoisture hopes to break the divide in their recent #BreakTheWalls campaign. 

The first of what is to be many commercials and dialogues about this movement features the age old question, “Why is our beauty not reflected in the beauty aisle?”

As the first-of-its-kind in the industry, the brand hopes to make this campaign a “...social dialogue about how we are looking at beauty as a society,” according to Richelieu Dennis, founder and CEO of Sundial Brands (parent company of SheaMoisture).

As an avid user of the brand myself (because of the wide range and frankly bomb-ass products) I jumped at the bit to talk about how awesome and profound this campaign is. Finally, there is dialogue being made about an issue that affects many women in the world of beauty. I’m not just talking about makeup here; it’s everything from what we use to wash our hair, face and body to the products we use to accentuate our already beautiful features.

Growing up, I always wanted to be just like my friends. I didn’t want to be uniquely different. I would constantly straighten my hair and not appreciate my curl pattern; I never wanted to stand out, even though my skin did. I remember shopping for hair products with my mom and we would go to stores that more of a selection for “us” and those stores were, for the most part, far away.

As I got older, I realized how amazing my uniqueness is. I began wearing my hair naturally and in protective styles such as braids and I realized that was when I felt most beautiful. I felt most beautiful when I accepted what makes me uniquely me and that’s what I love about SheaMoisture’s campaign. You don’t need to apologize for what makes you uniquely different and you shouldn’t have to be confined to a section for people who are “ethnic”. Isn’t the point of beauty supposed to support and embrace all types of beauty?

This campaign has been long overdue, but I’m so happy that a brand as amazing as this is speaking out about how divided the beauty industry is. What is even more amazing is Dennis’ determination to not conform to traditional merchandising segmentation present with a lot of other brands out there. The amount of devotion that went into creating this project is something to admire. Better yet, they included influential beauty bloggers like Naptural85, SunKissAlba, and MahoganyCurls (side-note: I follow all of them and you should too!) to share their own powerful and inspirational stories in the short. 

I just want to say thank you to SheaMoisture for giving those who are under-served by the beauty industry a voice and providing us with products that suit all of our needs. My hat goes off to you!

Stay tuned for a continuation of this conversation about “ethnic” beauty grievances—a piece by yours truly on things that WOC are sick of dealing with in the beauty industry is headed your way.

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