Black women are often left off the invite list when beauty brands fly out influencers and creators to exotic locations. But SheaMoisture? They said, “Aht aht.” The Black-founded powerhouse took a squad of Black female creators to Jamaica, not just to bask in the sun but to celebrate their beauty, their hair and their influence—something the industry has overlooked for way too long.
Jamaica was the perfect backdrop for this kind of move. Think rich culture, vibrant energy and the kind of humidity that’ll test a wash-n-go real quick. But SheaMoisture came correct, equipping the ladies with products made for their curls, coils and kinks—because let’s be real, how many brand trips are packing deep conditioners that actually work for 4C hair?
This wasn’t just about flexing on social media; it was about putting Black women front and center, where they should’ve been all along. Celebrity hairstylist Lacy Redway got the girls together using the new curl stretch collection.
@sheamoisture Type 3 & 4 girls tap in. Our NEW Curl Stretch Multi-tasking Cream really is that girl # #type4 #sheacation ♬ original sound – SheaMoisture
Brand trips aren’t new, but they’ve rarely been built with us in mind. Black women drive beauty trends, drop serious coin on products and set the culture—yet they’re often treated like an afterthought. So SheaMoisture making this move? That’s a big deal. With all the talk about DEI (Diversity, Equity and Inclusion) ending for some brands, the goal should be getting to a place where Black women don’t have to create their own lane just to be included if you value them. If brands walked the talk, we wouldn’t need “by us, for us” trips—because we’d already be in the room.
Meet the SheaBea’s
That said, SheaMoisture did what needed to be done. The trip was a moment—a reminder of why intentionality in beauty matters and why brands need to do more than just sprinkle in a few Black faces during campaign season. It’s about real investment, real representation and real opportunities.
SheaMoisture added an extra layer of personalization to their Jamaica brand trip by tapping Black female designer Samantha Black of Sammy B to create exclusive versions of her Mesh Collector Ts. The custom pieces featured “Jamaica” emblazoned on the front, while each guest’s name was printed on the back, making them a stylish and meaningful keepsake.
Now, this was a solid win for Black women. Shea, what’s up with a trip for the Black male creators who love the brand too? They’re asking!
@_leek_c
