Real Beauty and “naturalista” Ashley raved about her can’t-live-without SheaMoisture products. You might know that SheaMoisture uses responsibly-sourced and organic products to make its heritage recipes. But what really makes this brand stand out is its loud and direct commitment to making a difference in the lives of girls and women.

As SheaMoisture’s founder and CEO, Richelieu Dennis, told Fast Company, “We want women to have options and not be forced into somebody else’s idea of what their beauty needs ought to be.” (Amen!)

Last year, SheaMoisture launched the #BreaktheWalls campaign (YouTube video). The campaign exposed the simple fact that organizing retail aisles with a separate “ethnic” section creates divisiveness. After all, what woman hasn’t fought frizz, dryness, split ends?  These efforts have pushed CVS and Target to put SheaMoisture and other brands where they belong, front and center in the beauty aisle.

SheaMoisture’s new campaign, #AMillionWaystoShea (YouTube video), attacks head-on the normalizing force of the traditional beauty industry. Does an industry get to tell us what is normal, to define some of us as abnormal? No way!

SheaMoisture’s parent, Sundial Brands (which also includes Nubian Heritage and Madame C.J. Walker Beauty Culture) has set up is business to do the most good for the most people. The brand has established support and investment programs for the women-led businesses and communities that grow its source materials.

SheaMoisture’s product are amazing on their own. But we love this brand for including and celebrating everyone’s good stuff. For more inspiration and product tips, follow SheaMoisture4u on Instagram.

Your turn: should the beauty industry be allowed to define what’s normal? What does that mean for the rest of us? Post your comments on our LoveRealBeauty Instagram.

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