This campaign addresses the separation of 'beauty' and 'ethnic' products in stores

Shopping for beauty products can be an especially difficult experience for women of color. Many products cater to a specific skin tone or hair type, which often excludes any woman that doesn’t fit that mold.

Even products that cater specifically to these communities often end up being separated and placed in a completely different aisle. To address this issue, SheaMoisture recently released a video that announces it will now stock its product in the ‘beauty’ aisles of stores instead of the ‘ethnic’ section.

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