The latest innovations from SheaMoisture are good for hair, people and the planet. We spoke with Canada brand manager Maureen Kitheka to learn more. —Vita Daily
What does SheaMoisture’s motto, “Committed to serving those who have been underserved,” mean?
SheaMoisture’s vision is to champion equity to achieve equality in the pursuit of true freedom for the Black community. As a Black-founded and, now, Black-led brand, SheaMoisture has been committed to over-serving the Black community that has been underserved for years. We do this by providing nourishing, no-compromise beauty and through our purpose-driven business model that reinforces our unwavering commitment to empower and invest in the Black community by democratizing entrepreneurship to help close the racial wealth gap.
With Shea butter a core ingredient, how does the brand ensure fair and equitable, not to mention supportive, acquisition practices?
Our core ingredients, Shea butter and virgin coconut oils, are sourced from women’s cooperatives in Ghana and Burkina Faso and, through our supplier, The Savannah Fruits Company, we are fortifying long-term partnerships in West Africa. This supports women’s co-operatives to create lasting generational wealth and positive community outcomes. We also pay fair-trade premiums for certified raw ingredients from women’s co-operatives, buy handcrafted processed Shea butter (not just the raw nuts) to provide year-round income for women beyond the seasonal Shea nut collection, and buy organic ingredients to protect the environment and workers’ health. Organic raw ingredients also command a 15 to 20 per cent premium.
What about the brand’s community and social work closer to home?
In 2021, we launched the Salon Relief Fund in Canada, which provid- ed financial grants to salon owners during a time when salons, especially those owned, led and operated by the Black community in Canada, faced some of the most challenging times in recent years. In 2022, we launched the SheaMoisture Dream Fund to help unlock entrepreneurs’ dreams by providing access to resources to address common barriers such as lack of access to capital, educational opportunities and mentorship. That year, we gave financial grants ($50,000 in total) to Black business owners and provided entrepreneurial education. In 2023, we are expanding our programs and grants under the Dream Fund to continue with the work we’ve started in the Black Entrepreneurship space, so stay tuned for more news on this.
SheaMoisture’s latest launches in Canada use innovative haircare formulas made specifically for high- and low-porosity hair. What does porosity refer to?
Porosity is the term used to describe how well moisture flows through hair, and how it is retained in the hair. High-porosity strands are prone to breakage as they can’t seem to hold onto essential moisture, and low-porosity strands are prone to build-up and are sensitive to added protein as they can’t seem to absorb moisture. We are launching two collections, offering solutions for either unique hair porosity. For high-porosity strands, we’ve got you covered with our moisture replenishing shampoo and hair masque—weightless hydration formulas blended with mongongo and jojoba oils, aloe vera and fair-trade Shea butter to replenish dry and damaged strands. For low-porosity strands, we’ve also got you covered with our hydrating shampoo, hydrating conditioner and a hydrating leave-in detangler. The lightweight formula, blended with grapeseed, tea tree and sunflower oils and fair-trade Shea butter, replenishes essential moisture. It moisturizes without surface build-up and leaves hair smooth with a healthy shine.
Do you have any advice around best regimes when it comes to different porosity hair types?
Take the time to understand what your porosity is by either doing the hair porosity test at home, and/or talking to a professional stylist about it. Then, ensure you are using the right products for your unique porosity.
There are also new SheaMoisture styling gels available?
SheaMoisture’s two new hair styling gels—Jamaican Black Castor Oil + Flax- seed Strong Hold Styling Gel and Coconut And Hibiscus + Flaxseed Defining Styling Gel—provide lasting hold, shine and nourishment without any dryness, crunch or flaking. This collection features a non-alcohol-based formulation for a healthy look and feel, taming flyaways and adding strong hold to your defined styles. Apply a small amount to wet hair. Build as needed; a little goes a long way. Style as desired. Perfect for achieving twist-out, braid-out or wash-‘n’-go styles.
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