Looking for an affordable brand that not only strives to be paraben and sulfate free, uses organic ingredients, is sustainably-produced, and donates a portion of their proceeds to women-led businesses? Then your search may begin and end with SheaMoisture.

In 1912 Sofi Tucker began selling shea nuts in Sierra Leone, and by the time she was 19 she was a widow and mother of four children. To care for her family, she began selling hair and skin products she made at home using the shea nuts. Her first products were Shea Butter and African Black Soap.

What began because of personal necessity is now an international business promoted by her grandchildren.

SheaMoisture was well on its way to being a household name in 2000 when the first retail store opened in New York, NY. Now, with over 600 products, SheaMoisture seeks to meet the need of people with various health and beauty concerns. By doing so, buyers are blessed to learn of ingredients they may have never heard of before. Ever hear of Sacha Inchi Oil? What about Ucuhuba? Me either!

SheaMoisture’s creations include washes, shampoos, conditioners, scrubs, lotions, makeup… and so much more. Just a few of the conditions these products assist with are: eczema, dry and damaged hair, low-porosity hair, muscle pain, razor bumps, and diaper rash. SheaMoisture reports it is their goal to make merchandise that is safe and natural.

To do so, they reportedly leave out:

  • Parabens
  • Phthalates
  • Mineral Oil
  • DEA
  • Petroleum
  • Formaldehyde
  • Propylene

Hailing from Sierra Leone, SheaMoisture’s initial targeted audience was those of African descent. However, because of the variety of products and concerns they address, their buyer base has certainly grown. With prices that are competitive, yet affordable, SheaMoisture can be found at discount stores like Target and Ross, beauty supply stores like Sally’s and Ulta. Online sources include the SheaMoisture Web site and Amazon.


If having over 600 products that avoid using harmful ingredients wasn’t great enough, SheaMoisture also partners with various businesses who support grassroots efforts and provide a product that is ethically sourced. To combat poverty, SheaMoisture donates 10% of their profits to women-led business and female-focused community commerce programs. These programs include:

  • Dartmouth Fellowship – assists women attend Dartmouth’s Minority Business Executive Program
  • Babson Scholarship – helps high school girls discover and strengthen their entrepreneurial skills
  • SFC/Sundial in Ghana – helps the Ghanaian women who produce ingredients for shea butter care for their families

More than a hair and skin product brand, SheaMoisture seeks to leave a legacy that in turn helps families create legacies of their own.


Candace Alike Smith is a Las Vegas-based content creator, womb warrior, and matcha enthusiast. Candace founded this site in 2015 to help women of color reclaim their vitality. Follow Candace’s content on holistic beauty, mental wellness, herbs and essential oils, non-toxic products, healthy libations, wellness travel, and self-reflection. Green is her happy color.

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