Our Story
SheaMoisture began in 1991 on the streets of Harlem with a simple mission: beauty should never come at the expense of care, culture, or community. What started as handcrafted products sold on 125th Street has grown into a global beauty brand, while remaining deeply connected to the people, places and lived experiences that shaped us from the beginning.
We proudly helped pioneer textured haircare and have a deep history of investing in Black owned businesses, and our vision has only grown.
Today, our story is shaped by cultural pride and an unwavering commitment to showing up authentically for the community that made us and that we serve. Our purpose sits at the heart of everything we do – from the products we innovate, to the likeminded partners we work with who share our values, to the stories we tell, to the community-centered experiences that create meaningful impact.
We proudly honor and celebrate the bold, unapologetic, and limitless versatility of the Black community – their hair, their skin, their confidence – and invite them to own every version of who they are becoming.
Our Purpose & Our Products
We exist to champion the Black community and beauty in all its forms – without compromise. Beauty is a living, breathing expression that evolves with them, and our purpose shows up through the products we craft, the communities we serve, and the stories we elevate.
Every formula we craft is designed with intention: high performing, culturally grounded, and created specifically for textured hair and melanin-rich skin. Our portfolio spans hair, bath, body, skin care, baby, and men’s categories—offering versatile solutions that support every texture, every style, every ritual, and every moment of self-expression.
Our ingredients reflect our values. Many of our products are infused with shea butter, responsibly sourced from women-led cooperatives in West Africa. These longstanding partnerships help sustain handcrafted ingredient production while contributing to fair wages, growth, and new opportunities.
From shampoos and conditioners to gels, curl creams, mousses, oils, and treatments, each SheaMoisture product is infused with natural shea butter with science backed innovation—providing the moisture, strength, and nourishment needed for healthy-looking hair and skin.
Because for us, purpose isn’t separate from what we make, it is what we make.
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