|Product type||Personal care|
|Owner||Richelieu Dennis, Nyema Tubman & Mary Dennis|
|Country||United States of America|
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 part of the Liberian Diaspora 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. This is because their customers, mainly black women, felt that the company was betraying them as their loyal fan base. The advertisement is a picture of a little girl with bows and pigtails in a polkadot dress holding a phone to her ear with the saying "Uhh...we have a problem, we ran out of Shea Moisture" in brown writing on a white background.
In April 2016, the company launched the "#BreaktheWalls" campaign, which promoted more ethnic inclusion and empowerment. The next year, the company released another commercial with the message "Break free from hair hate", featuring mostly white women and one ambiguously racial woman. The commercial generated controversy for barely featuring the brand's original customer base, which were black women with diverse hair textures including kinky and curly. The company soon issued an apology, saying that they “really f-ed this one up”, an apology that was still perceived as lackluster and insincere by those upset by the ordeal.
In 2017, Unilever announced its intent to acquire Shea Moisture.  In 2018, Davina Bennett (Miss Jamaica Universe 2017) was contracted as "the face of Shea Moisture", representing the company's Black Castor Oil product line.
- Piepenburg, Erik (23 April 2015). "'Bad Jews' and Its Hair Club for Women". New York Times. Retrieved 2015-04-23.
- Amber Kallor (2015-03-31). "Long Hair, Don't Care: Beyoncé, Madonna, Ciara, and More Take Their Tresses to Extremes". Style. Retrieved 2015-04-23.
- Ireoluwa Ajayi (2015-03-27). "Natural hair care - The Rabbit Newspaper". The Rabbit Newspaper. Retrieved 2015-04-23.
- "The Most Popular Curly Hair Products of 2016". Naturally Curly. May 2, 2016.
- Jasmine Grant (27 February 2015). "Shea Moisture Issues Statement Over White Baby Controversy". UPTOWN Magazine. Retrieved 2015-04-23.
- Jazmine Rogers (2015-02-24). "Shea Moisture Explains Featuring White Children In Ads". MadameNoire. Retrieved 2015-04-23.
- Williams, Jancie (April 25, 2017). "Shea Moisture just pissed off the people who've been buying their products from the start". Newsweek. Retrieved May 25, 2017.
- Harris, Chevonne (April 26, 2017). "Down Goes Frazier And Down Goes SheaMoisture". Huffington Post. Retrieved May 25, 2017.
- Hazelwood, Janell (November 27, 2017). "UNILEVER ACQUIRES SUNDIAL BRANDS, OWNER OF SHEAMOISTURE, FOR AN UNDISCLOSED AMOUNT". Retrieved 17 September 2018.
- Hudson, Tanay (25 Mar 2018). "Miss Jamaica Davina Bennett is now the face of Shea Moisture". MadameNoire. Retrieved 6 Apr 2018.
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