Most of us know the all-too familiar scenario of running into a retailer to pick up something for our hair and having to bypass the regular “beauty’ section for a small section of “ethnic” (read: black girl) products an aisle or two down. Maybe it’s just me, but that section doesn’t even seem to have the same lighting.
It turns out we’re not alone in feeling separated. One of our fave beauty brands SheaMoisture has launched a new campaign to #BreakTheWalls of the beauty aisle divide in most retail stores.
“The beauty aisle is the last place in America where segregation is still legal,” said Richelieu Dennis, founder and CEO of Sundial Brands, which manufactures SheaMoisture. “Separating ‘beauty’ from ‘ethnic’ has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society.”
Not only has SheaMoisture pushed to have its products displayed in that “beauty” section, the brand has also partnered with hair and beauty influencers, including boggers Naptural85, SunKissAlba, and MahoganyCurl, to support a national conversation celebrating our individual beauty.
“For us, it’s about inclusion,” said Richelieu Dennis, founder and CEO of Sundial Brands, which manufactures SheaMoisture. “It’s about the experience when you go into the store. Break the walls is about getting rid of these sort of societal barriers” dictating beauty standards. He added that women should not have “somebody else define your beauty for you. You should define your own beauty.”
Press play below to watch its first ever TV commercial in support of the campaign and join in on #BreakTheWalls conversation.