SheaMoisture #Breakthewalls Campaign and Why This is EVERYTHING!

SheaMoisture #Breakthewalls Campaign and Why This is EVERYTHING!

Today was the launch of the SheaMoisture #Breakthewalls campaign and all types of life was given after watching.  Finally, someone is addressing nationally what most of us have been thinking all along.  SheaMoisture is tackling the issue of segregation in the “beauty” aisle by calling out what, as a woman of color, you probably experienced.  Rows and rows of products for what is considered mainstream “beauty” and just a tiny dark “ethnic” section of products left for us to choose among.  The main goal of the campaign is for all women to feel represented when they peruse products.

Breaking down the walls is about making beauty accessible to all and having access to products that actually work for every hair texture – Richelieu Dennis Jr, CEO

Although the rise of the natural hair movement has brought about way more product choices for naturally curly and kinky textures than before, our products are still often labeled “ethnic” and pushed to another aisle, sometimes hard to find.  Target has been successful in pushing products to the front of the aisle for customers to easily access while walking through the store. Miss Jessie’s was one of the first natural brands to claim that stake as well a few years ago.  But I’m looking forward to seeing more stores like CVS and Walmart move forward with this push.  There are several products and brands not labeled “ethnic” or multicultural” that work just as well as those products considered strictly for natural hair.

ALSO Read: 4 Myths About the SheaMoisture Bain Capital Partnership

Set to air as SheaMoisture’s first national TV commercial during BET’s Annual Black Girls Rock Awards Ceremony, I couldn’t think of a better way to make a statement. Even smarter, SheaMoisture teamed up with some of our blogger favorites like @Maghoganycurls and @Naptural85 for the commercial. Look closely and you will see (and hear) them. Watch the full video below!

What do you think of the SheaMoisture #Breakthewalls campaign? Comment and let me know!

Charlene Walton
Charlene Walton

Charlene Walton McCraney is a Dallas beauty and lifestyle blogger. After years of styling her and several friends’ hair as a hobby, offering advice and tips, she decided to combine two of her favorite things…writing and talking about natural hair! was created to promote healthy hair care for women of all textures and has since evolved into other beauty and lifestyle topics. Charlene loves teaching other aspiring bloggers on how to take their passion and turn it into amazing content to provide value.

Charlene is a previous beauty contributor to,, and

When she’s not blogging she is probably crunching numbers as a Senior Financial Analyst, dancing or figuring a way to meet Beyonce in person. :)

Find me on: Twitter/X | Instagram | Facebook

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