SheaMoisture Launches #BreakTheWalls Campaign To Highlight Division In Beauty Aisles

SheaMoisture, a hugely popular hair and skin brand that can be found in Target, Wal-Mart, Walgreens and other outlets, is taking on the product segregation that often happens with black hair and beauty products in retail stores.

This national awareness campaign, #BreakTheWalls, includes a 60-second short film, a 30-second spot and behind the scenes footage that highlights the struggles women of color face with finding their hair and beauty products in and outside of the beauty isle.

Richelieu Dennis, founder and CEO of Sundial Brands, which manufactures SheaMoisture, explains the problem that women of color face in the beauty isles. “I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal, and separating ‘beauty’ from ‘ethnic’ has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society—which is why we began leading the efforts to break down those walls.”

He goes on to add, “This movement is about so much more than selling shampoo, or lotion, or cosmetics. We’re advancing a mission and vision to change the social dialogue about how we’re looking at beauty as a society and how those archaic structures and views are debilitating to the establishment of new and more inclusive ways of viewing beauty – whether in the images we see or in the aisles that divide.”

All we can say is it is about time.

You can watch the 60-second short film below!