SheaMoisture, initially a prominent black-founded brand for curly and coily hair, shifted its communication focus to a more western hair type post-acquisition by Unilever.

Now, aiming to reclaim its roots and cater to black and brown people, SheaMoisture engaged in core brand positioning work.

While defining values, mission, and attributes, our role included providing a strategic social playbook, particularly focusing on rejoining the black haircare conversation in the UK for black women.

Balancing the integrity of a brand transitioning from a community-founded to a community-focused entity has been a fascinating aspect of my work which I aspire to continue in projects going forward.