SheaMoisture pledges £50,000 to black British women keyworkers during the festive season

SheaMoisture UK has announced that as part of their global Community Commerce program they have launched a £50,000 campaign to support black British women keyworkers through the festive season.

As part of their promise to ‘overserve the underserved’, SheaMoisture aims to empower black women in a year where they have been disproportionately affected by COVID-19.

To say thank you for their hard work, SheaMoisture will launch the #SheaHeroes Gifting Campaign immediately, with entries closing on 18th December 2020.

The #SheaHeroes campaign will welcome entries from four sectors of keyworkers – NHS and health workers, blue light workers, supermarket and delivery workers, and teachers. SheaMoisture will gift one winner from each category £10,000, with two secondary winners from each category receiving £1,250 each.

• Black people make up a higher percentage of the non-medical staff (6.3%) than medical staff (4.6%) in the NHS.
• The percentage of staff employed by the NHS from BME backgrounds accounts for 52% of those who disclose their ethnicity.

Cara Sabin, CEO of SheaMoisture, commented: “The keyworkers have been the vital heroes during the pandemic. They have put their safety at risk to ensure that all of us are safe. We thank each and every keyworker for their continued hard work. Their dedication throughout the pandemic has not gone unnoticed by SheaMoisture, and it gives us great pleasure to give back to these strong, amazing women, who we consider to be #SheaHeroes.”

This campaign comes after SheaMoisture pledged £40,000 to Black female-owned U.K. hair salons in May 2020, supporting and guiding them throughout the pandemic with cash grants, mentoring and continued business support.