BREAKING DOWN
THE WALLS

The aisle called Beauty does not include beauty for all. It caters to a predominantly white clientele. Anyone with textured hair needs to shop in a different part of the store: the ethnic aisle. Shea Moisture thinks it’s time to change that.

This social film is our attempt to break down the walls that separate ethnic from beauty, and instead of casting actors, we casted real women from the SheaMoisture community.