Shea Moisture is making a mess of the beauty aisles in its first commercial. Featuring women of all walks of life, including beauty and hair tastemakers like Jessica Lewis, of MahoganyCurls, Whitney White, known as Naptural85, and Alba Garcia, of SunKissAlba, the beauty brand is sparking a needed conversation in how beauty products are organized in mainstream stores.
“Breaking down the walls is about making beauty accessible to all; accessing the products that actually work for every hair textured that are focused on the black communities that are traditionally underserved,” Richelieu W. Dennis, Jr, Chief Experience Officer of Sundial Brands and Shea Moisture, said in the clip.
In the behind-the-scenes visual above, women describe their feelings towards the “ethnic aisles” in stores – overwhelmingly feeling segregated and left out.
“There were times when people would make fun of my hair and I didn’t know how to take it,” Ebone, an actress, said.
“The way most beauty aisles are set up you have the main beauty aisle and then a teeny, tiny corner around the way on the other side and you’re like ‘wow,'” Lewis said.
Check out the full interview clip above and the actual commercial below. What do you think about the message behind Shea Moisture’s #BreakTheWall commercial?