SheaMoisture Launches $100,000 Fund and New Coalition to Support Social Justice Activists

Amid national unrest, companies and brands are releasing statements and making newly found commitments to support black causes. Billions of dollars are being poured into the community after the deaths of George Floyd, Breonna Taylor, and countless others. And as people organize for justice, SheaMoisture has created the Social Justice Coalition to provide five activists with $20,000 to support their efforts.

Around the world, people are taking to the streets in peaceful protests despite those who are co-opting the movement with looting and vandalism. And leaders and corporations alike are paying attention to the genuine efforts of those organizing for change. One of those leaders is SheaMoisture CEO Cara Sabin who launched the Social Justice Coalition initiative.

In a statement released by the company, Sabin said, “Reinvesting in our own communities has always been our driving force. Now more than ever, it’s imperative for us to commit resources toward driving progress and address the traumas and injustices we face.”

She went on to add, “We are having the hard conversations, while also ensuring that our community knows we are creating a safe space and a platform to drive change. SheaMoisture will continue to amplify the voices of our community at a time when they want to be heard, seen and more importantly, valued.”

In efforts to have candid conversations, last week, SheaMoisture held an Instagram Live event entitled “Let’s Talk,” hosted by journalist Jeff Johnson immediately following the death of George Floyd. The conversation included political advocate Angela Rye, attorney Tanya Miller, community activist Tiffany Loften, and Dr. Thema Bryant-Davis.

In the statement, SheaMoisture outlined, Through its “This Has to Stop” campaign, the brand will let its community’s voice be heard and give people the opportunity to recommend which social justice areas they would like the investments allocated. Among the potential categories are mental health, legal services, voting initiatives, and training and education for mobilizing political action groups. Once the areas have been finalized with the community’s input, SheaMoisture will then select the individual activists and announce them within the next 30 days.”

To learn more about the initiative, click here.