SheaMoisture celebrates textured hair with new mother-led campaign

SheaMoisture has launched a new campaign to encourage positive conversations around afro and textured hair.

The ‘Same Roots, New Rules’ campaign features a new photo series that showcases four hair transformations from a cast of real women, as well as British R&B singer Jamelia.

The hair transformations, which were inspired by their daughters, captured each woman’s dream hairstyle that they felt they could not wear growing up due to hair discrimination.

It follows research by SheaMoisture, which found that Black and mixed heritage women over the age of 45 were 24 times more likely to conform to societal pressures when it came to their hair, compared to 18-21 year olds.

In addition, 70% of 18-21 year olds say they feel confident enough to wear their choice of hairstyles without fear of judgement, whilst only 50% of those over 45 feel the same.

Loraine Frimpong, Assistant Brand Manager, SheaMoisture EU said: "For so long, the representation of afro and textured hair within society and media has been so limited.

"It’s important for us to shed a light on the relationship mothers and daughters have with their hair. We want to allow them to finally wear the hairstyles that they have always wanted but were never encouraged to wear when they were growing up."

To further encourage these positive conversations, SheaMoisture has launched a virtual affirmation board.

This allows people with afro and textured hair to write a love letter for their curls, submit words of affirmation and explore the beauty of the natural hair community online.