- Why did Sundial decide to sell the SheaMoisture brand to Unilever?
A:Unilever's partnership with Sundial in terms of acquiring SheaMoisture is an opportunity to accomplish SheaMoisture's mission of supporting and empowering Black women in more than one way. This partnership allows SheaMoisture to super-serve customers and invest much more back in our communities.SheaMoisture's mission, values and business model have remained the same since day one; we will always remain committed to serving, empowering and celebrating Black women. In fact, having a parent company only allows us to increase the frequency and scale of our efforts toward community-based initiatives and impart bigger changes. - What is SheaMoisture's mission?
A:Our mission is to support and empower Black women through both product and purpose. We provide expert haircare products for black and mixed race consumers, catering specifically to their needs that to this day have still been underserved. . Through all of our activities, we invest in and empower the Black community - and Black entrepreneurs - so that they can flourish and thrive. - Is SheaMoisture Black-owned company?
A:SheaMoisture is Black founded and remains Black led.
SheaMoisture is run by a majority Black executive team, who is proud to operate within a larger structure while staying true to the brand’s mission and its commitment to the Black community. The team unequivocally and unapologetically stands for and serves the Black consumer, always. - Have SheaMoisture's formulas changed?
A:To reassure you, most of the formulations have not changed, except on the shampoos which have been upgraded in line with the Shea Moisture USA products. We are excited that the new shampoo formulas have tested parity, and in some cases better, than the current shampoos. We can confirm that we still do not use any parabens, silicones or minerals in our products. These are the values that we continue to believe in as a brand. - I noticed that the ingredients list is different. Will there be any formulation changes vs American formulations?
A:In Europe and the UK, we must adhere to the local regulations and legislation. One of the requirements is that we list more allergens and carry over ingredients than is required in the USA. This makes product ingredient lists look longer and different. This doesn’t mean that the formulation has been changed or the efficiency of our product has been compromised. We pay special attention to make sure our products are of the highest quality to meet the different needs of all hair textures. - Does Shea Moisture test on animals? Why do SheaMoisture products no longer have PETA’s “Beauty without Bunnies” certification?
A:"t SheaMoisture we do not test our products or ingredients on animals – this has not changed. We use a wide range of non-animal approaches to ensure that our products, and the ingredients they contain, are safe for our community. As part of our commitment to bringing the best solutions to our melanin-rich community, we’ve expanded into new product categories in the USA (including antiperspirants and SPF face creams), which require some ingredients that we have not used before.
Unfortunately, in recent years, these ingredients have been animal tested by suppliers to comply with regulatory requirements. We, at SheaMoisture, do not choose to work with these specific suppliers, but rather select those that assure us they have not conducted animal testing. Because these ingredients have public animal test data, and were not part of the SheaMoisture portfolio at the time of submitting our PETA application, they do not meet the stringent criteria we have with PETA to continue to call our brand PETA-approved."
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