SheaMoisture is honoring Black men in a new campaign and commitment. The beauty giant announced that they are not only launching a new beauty collection geared to Black men’s needs but a new digital series and a $1 million multi-year commitment to establishing an investment fund for Black men.
The new #MyStoryMyPower follows the stories of Black men in America, spotlighting their unique experiences as it relates to race and gender.
“#MyStoryMyPower is about Black men taking ownership of their narratives. It’s about him stepping into his power, as complex as it may be,” the brand shared on its official Instagram page for its men’s collection. “We’ve asked 12 brothers to lead us through this exploration. Join us as they each share how they use their truth as a source of strength.”
The newly expanded product collection will include the Avocado Butter & Manuka Honey Conditioner, Himalayan Salt & Volcanic Ash Body Wash, Coconut Oil & Maca Root Conditioner, Neroli & Vetiver Bar Soap, and Body Wash, along with the Raw Shea Butter & Mafura Oil Bar Soap, Body Wash, and Shampoo.
The brand shared a clip from the video series on its Instagram for its new Men’s collection in a powerful message about the narratives of Black men. “We are silencing the narratives about Black men driven by those who never see Black men. The SheaMoisture man is joyful, confident, and multifaceted. His life is expansive, unique, and valuable,” the company wrote in the caption. “#MyStoryMyPower is our declaration of independence. It’s us speaking to us, voicing our version of who we are. Claiming it and owning it.”
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Customers can view the full seven-episode docuseries following the stories of several Black men for the new campaign on its YouTube channel.