SheaMoisture recently announced the launch of its first-ever deodorant range which includes six antiperspirants and two whole-body deodorant options designed specifically for the needs of melanin-rich skin. The line is Black dermatologist approved and offers products addressing even skin tone, moisturization, and smooth skin while providing odor and sweat protection.
As part of the launch, SheaMoisture is partnering with award-winning artist Coco Jones, who’s also a 5x nominee for the upcoming biggest night in music, to highlight the importance of addressing the holistic needs of melanin-rich skin. The singer-songwriter and actress actively inspires Black and Brown women to never compromise or settle – and this extends to our beauty and personal care regimen.
With a thirty-year history of developing nourishing beauty products for women of color, SheaMoisture understands the importance of broadening its portfolio to better serve all the personal care needs of consumers with melanin-rich skin. SheaMoisture research1 found that 80% of Black and Hispanic consumers feel like beauty and personal care products are made for someone else, which inspired the brand to go beyond their current offerings and expand into the deodorant category.
“This new deodorant line is a monumental launch for SheaMoisture, as we’ve used proprietary technology to develop effective products specifically for us that go beyond functional deodorant benefits,” says Dawn Williams-Thompson, Head of NA Personal Care Design for Retail & Local Brand Development at Unilever. “The deodorants also feature beautiful, culturally iconic fragrances for an added sensorial experience, with our leading scent being Coconut and Hibiscus, a Shea fan favorite.”
The new products were formulated using premium ingredients, including moisturizers like fair-trade shea butter. The full range also boasts up to 48-hour odor control and invisible application, offering the protection and skin care needed to move with enhanced confidence.
“As a Black woman gynecologist, I know firsthand how important it is to have products that are tailored solutions for rich melanin skin. Our skin requires thoughtful care and deserves deodorant options that provide both effective odor protection and care for our melanin-rich skin’s specific needs and sensitivities,” said Dr. Kameelah Phillips, MD a board-certified OB/GYN. “To that end, SheaMoisture completely delivers on their promise with this collection.”
The six antiperspirant underarm sticks feature a smooth-glide application and a no paraben and no mineral oil formula that provides 48-hour sweat and odor protection while restoring moisture to dry skin.
SheaMoisture whole body deodorants are plant-based, aluminum and baking soda-free for solutions that are safe and effective for whole body, external usage – from underarms to bikini lines to feet – anywhere you want external odor control. The innovative formulas are non-irritating and don’t require a transition period of detox. Additionally, both products feature the brand’s signature Coconut & Hibiscus scent for tropical all-day freshness.
1 Unilever CMI Polycultural America PC Cascade, Nov. 2022
