SheaMoisture

Overview

SheaMoisture is an American personal care company specializing in hair care, body wash, conditioner, and related products formulated for textured hair and melanin-rich skin. The brand operates under the Sundial Brands umbrella and is distributed globally across major retailers. The company is recognized for its commitment to fair trade practices, sustainable sourcing of shea butter from West African women cooperatives, and a community commerce model that reinvests at least 1% of net sales into economic opportunities for Black entrepreneurs and underserved communities.

History

Founded in 1991 in Harlem by Liberians Nyema Tubman and Richelieu Dennis, along with Dennis' mother Mary Dennis, the company was inspired by Dennis' Sierra Leonean grandmother Sofi Tucker, who sold shea butter and homemade beauty preparations in Sierra Leone beginning in 1912. The brand gained recognition in the natural hair care market, winning Naturally Curly's Overall Favorite Brand award in 2015 and 2016. Unilever acquired SheaMoisture in 2017, integrating it into its portfolio while maintaining the brand's community-focused mission. The company has since expanded its product offerings across hair care, bath, body, skin care, baby, and men's categories.

Product Lines

Manufacturing

SheaMoisture sources shea butter from over 53,000 women in West African cooperatives through fair trade partnerships, ensuring sustainable and ethical supply chains. While specific manufacturing details are limited, the company emphasizes handcrafted shea butter sourcing and formulation with high-quality natural ingredients. Products are distributed globally through major retailers and the company's direct channels.

Notable Products

• Raw Shea Butter Restorative Shampoo - Sulfate-free shampoo formulated with raw shea butter for moisturizing textured hair
• Black Castor Oil Strengthen & Restore Shampoo - Strengthening shampoo designed to reduce breakage and promote hair growth
• Coconut & Hibiscus Curl Enhancing Smoothie - Leave-in conditioner for defining and moisturizing curls
• Raw Shea Butter Restorative Conditioner - Deep conditioning treatment with raw shea butter for dry, textured hair
• Nubian Heritage Body Wash - Gentle body wash formulated with natural ingredients for melanin-rich skin

Reputation

SheaMoisture is widely recognized as a leader in the natural and textured hair care market, with strong loyalty among consumers seeking products specifically formulated for curly and coily hair types. The brand is praised for its commitment to sustainability, fair trade practices, and community reinvestment, earning certifications including B Corp status. However, some criticism has emerged regarding product consistency and pricing increases following the Unilever acquisition, with some longtime customers expressing concerns about potential formula changes and market positioning shifts toward mainstream retailers.