A layered celebration of natural hair

Reflecting their key consumer base, SheaMoisture shares the experience of resilience and creativity of Black female culture and identity in It Comes Naturally. 

Six Black female artists – Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega – were commissioned to create art that emphasized the stories, legacies, and heritage of Black women. The film feels as urgent as the art, with fast transitions and no consistent style limiting the expression of the artists. It’s a celebration of power and strength with touchstones, poses, and patterns that feel familiar and modern.

JOY Collective worked with BBDO NY to create this textured, image-forward campaign, emphasizing Black writers, artists, editors, and composers in the creation of this piece. The art was animated by Buck USA.