BRANDBOOK

C ONTENTS
INTRODUCTION 3

TIMELINE 6
OUR PURPOSE 10
OUR PRINCIPLES 12
THE MUSE 14
THE HALO 25
P RO D U C T TRUTH 28

BRAND PERSONALITY 29
THE EMBOLDENING PARTNER 32
TONE O F VOICE 34
BRAND ASSETS 38
NEEDSCOPE 39
PRODUCT CATEGORIES 41
BRAND K E Y 42

SUMMARY 44

2
IN T ROD U C T ION

AS THE C E O O F SUNDIAL BRANDS, I AM

H O N O R E D TO BE LEADING A FAMILY O F
B R A N D S BUILT O N A R I C H F O U N D A T I O N
O F FAMILY LEGACY, CULTURALLY
INSPIRED INGREDIENTS AND A STRONG
COMMITMENT TO OUR COMMUNITY.

I will passionately keep an entrepreneurial
spirit and vision thriving throughout our
company so we can continue to serve you
handcrafted natural products made for your
hair, skin and body needs while standing with
you through community investment efforts
that truly make a difference.
From our humble beginnings almost 30
years ago, our pioneering founder Richelieu
Dennis imbued Sundial Brands and the
SheaMoisture brand with natural hair and
skin care recipes passed down from his
grandmother, Sofi Tucker.
These ingredient-led products and strong
commitment to community is and will always
be the heritage of this brand. In addition to
product innovation, SheaMoisture was built
on the core belief that only commerce can
bring true economic independence to our
communities and empower women to
break the cycle of wealth disparity.

Continued
3
IN T ROD U C T ION
Our Community Commerce business model
is our purpose-driven way of doing business
and how we invest in creating a fairer world by
overserving those who have been underserved.
Social justice. Dismantling systematic racism.
At SheaMoisture we invest proceeds
from each and every purchase directly
into the community. When you purchase
SheaMoisture, you are investing in
women globally. Our educational and
entrepreneurial programs are designed
to create an inclusive and thriving society
from the United States to Africa.
C O M M U N I T I ES W E S E RV E .
AND INSPIRED BY THE
A LWAYS B E E N D E F I N E D
SHEAMOISTURE HAS
To date, you have helped fund millions in
education, healthcare, safety and fair wages.
As I continue to hear stories of individuals and
families that have benefited from this impact,
I am proudly assured that together we are
transforming lives. Together, we are sustaining
communities. Together, we are stronger.
4
IN T ROD U C T ION

OUR AMBITION
B E A $1B B R A N D B Y 2 0 2 5

FUEL SUNDIAL BUSINESS I N V E ST IN & S U P P O R T B L A C K INCREASE THE # OF LIVES

G R O W T H TO P O W E R E N T R E P R E N E U R S H I P TO C L O S E P O S I T I V E LY I M PAC T E D
ECONOMIC EQUITY W E A LT H D I S PA R I T Y B Y O U R S U STA I N A B L E
S O U R C I N G S T R AT E G Y

5
T IM ELIN E

EARLY DAYS
Company moves from
street vendor to supplier
of high quality goods

1992
to underserved street
vendors, store owners and
customers.

In 1912, Sofi Tucker started selling Launch of first retail

shea nuts in a local market in experience enabling

2008
Sierra Leone. Years later, the proceeds to serve
widowed mother was selling her underserved
homemade hair and skin products communities
across the country. Now over and empowering
100 years later, SheaMoisture entrepreneurs.
continues to share her legacy.
VI E W V I D EO
VI E W V I D EO

All content is confidential and must not be shared outside Unilever, with the exception of partner agencies who have signed NDA’s and contracts with Unilever.

6
T IM ELIN E

GROWTH Sundial accepts private

equity backing from
Bain Capital, creating
additional infrastructure
and resources. The move
also sparks controversy
SheaMoisture launches and dialogue.
haircare in 233Target
2010

2015
stores creating a specific READ MORE
focusofservingthe needs
ofwomen ofcolor. READ MORE

Supplychain pilot programme

launched that delivered against the

2014
business and lifestyle need gaps of
ourwomen’sco-operative inGhana.

Launched retail and consumer 10%

investment program as part ofMade
to Matter campaign with Target.

READ MORE

All content is confidential and must not be shared outside Unilever, with the exception of partner agencies who have signed NDA’s and contracts with Unilever.

7
T IM ELIN E

TRANSITION
Expansion of community
commerce way of doing
Elevated our purpose business into other
driven way of doing companies to accelerate
2016

2018
business in the US with impact -Unilever,New
entrepreneurship and Voice Fund, Savvanah
education programs. Fruits, Essence.

SheaMoisture misses the Unilever acquires Sundial

H A I RG AT E

2017
mark with its “Hair Hate”
ad campaign and issues an
immediate apology pulling
the ad.
R E A D M O R E // R E A D MORE
LINK TO A P O LOGY
Brands. As part of the
agreement, Unilever and
Sundial create the New Voices
Fund to empower women of
color entrepreneurs.
LINK TO PRES S RELEA SE

All content is confidential and must not be shared outside Unilever, with the exception of partner agencies who have signed NDA’s and contracts with Unilever.

8
T IM ELIN E

MOVING F O R W A R D
In an intentional effort to refocus on our core consumer –
SheaMoisture launches its latest campaign, It Comes Naturally,
a celebration of the very essence of Black Women and their

2020
shared experience of resilience and creativity.

READ MORE

Cara Sabin joins Sundial

Brands as the new CEO.
2019

Founder Richelieu Dennis

transitions to a newly
created role, Chair of the
Sundial Social Mission
Board.

READ MORE

All content is confidential and must not be shared outside Unilever, with the exception of partner agencies who have signed NDA’s and contracts with Unilever.

9
OUR PURPOSE

HUMAN TRUTH

For too long, Blacks and other people of color has existed in
a world designed without them in mind, with a narrow view
of beauty and told to conform, whatever the cost. Getting
‘the look’ has often been at the expense of health – health of
the hair, the body, the mind. NOW is the time to take up
space, to reclaim the narrative in beauty and beyond.

10
OUR PURPOSE

WE CHAMPION ECONOMIC EQUITY TO

ACHIEVE EQUALITY FOR BLACKS AND
OTHER PEOPLE OF COLOR.

We a ch i ev e our p u rp o se in three key ways:

Through Fair for Life Through educational and Through unprecedented access,
1. sourced ingredients. 2. entrepreneurial grants for Black 3. capital, and expertise to women of
entrepreneurs. color business awarded by the $100
Million New Voices Fund Investments.

OUR PURPOSE 11
OUR PRINCIPLES

WE CHAMPION ECONOMIC EQUITY

TO ACHIEVE EQUALITY.
WE ARE B O L D ENOUGH TO CHALLENGE.
W E A R E B R AV E E N O U G H T O L EA D.
W E A R E A B R A N D W I T H A D E E P CO M M I T M E N T T O
O V E R S E R V E B L A C K CO M M U N I T I ES .

We drive economic equity and social
justice for Black entrepreneurs and remove
barriers to business success by scaling the
Community Commerce impact Model.
Our Community Commerce model not
only invest in, but helps build, transform
and regenerate communities locally and
globally by directly, impacting equitable
systemic change. We are a brand with
a deep commitment to overserve Black
communities.

OUR PRINCIPLES 12
OUR PRINCIPLES

MORE THAN A
MOMENT.
A MOVEMENT.

13
 T H E M U SE

THE MUSE - THE PERSO N

Y O U M U ST S E R V E FIRST,
B E F O R E A L L OT H E R S .

14
T H E M U SE

PEOPLE WE SERVE
A W O R D O F I M P O RTA N C E
ON THE MUSE
We know we’ve s u c c e e d w h en w e hear:

• You’ve known me from the start, you’re
with me for the long haul and want the
best for me.
• You know that skin is my largest, most
visible organ, but my hair is my history
and my identity.
• You understand that my choices are
always political (whether I choose them
to be or not).
• You understand who my friends and allies
are, and you love and respect them too.
• You’re brave enough to guide me, but
humble enough to listen.
• You’re always fun to have around, but
you’re strong for me and will pick a fight
if you need to.
• I trust you to be the same person,
whoever you’re dealing with.

• You take the time to understand me as • You know that, as important as it is, it’sjust
an individual, so you can serve us - a hair and skin. I’m so much more than that...
community of communities.
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T H E M U SE

V I B R A N T.
B R AV E.
DISCERNING.

BLACK TRAILBLAZER. I N T E R N AT I O N A L.
E MPATHE TIC.
O U R M U S E IS T H E

C ATA LY T I C .
EMPOWERED

16
T H E M U SE

WE ARE
GL O BA L
17
T H E M U SE

A WORD FROM OUR

MUSES AROUND
T H E GLOBE...
T H E M U SE

UNITED

S TAT E S
T H E M U SE

W H I T E S P A C E S M A K E B L A C K P E O P L E F E E L T H E Y D O N’T D E S E R V E T H E
S P A C E T H E Y T AK E UP. T O E N T E R A R O O M A N D T AK E U P M O R E S P A C E
WA S S O M E T H I N G I WA S A F R A I D O F. B U T N O W I L O V E MY H A I R . MY H AIR
IS ME. I L O V E T O W E A R IT A S BIG A S P O S S I B L E T O M A K E UP F O R A L L T H E
S P A C E I DIDN’T TAKE G R O W I N G UP.

“I want to show how smart we are, how

educated we are, how brilliant we are - we
make shit happen and I wish people would
see us for that. I hope we get those seats at
the table we damn well deserve.”

20
T H E M U SE

“I like my hair because it brings a presence -

you know that I arrived… that I came… that I
am here.”

“The racism I suffered made me lose myself

a bit, lose my essence, made me disconnect
from my ancestrally. It deceived me - made
me think I was something else.”

“I hope SheaMoisture is a brand that comes

to rescue something that is missing here in
Brazil, which is identity.”

MY HAIR REPRESENTS THE MOMENT WHEN I CAME OUT AS A B LACK

WO M A N - T H E M O M E N T I U N D E R S T O O D I WAS B L AC K . B E C AU S E W I T H
S T R A I G H T H A I R IT’S K I N DA H A R D T O S E E Y O U R S E L F THAT WAY.

21
T H E M U SE

BRAZIL

BRAZIL
T H E M U SE

ENGLAND

LONDON
T H E M U SE

B E H O N E S T IN Y O U R C O M M E R C I A L I T Y . M A K E T H I N G S A S N A T U R A L A N D
A S E T H I C A L A S P O S S I B L E . J U S T S I M P L I F Y IT.

“Earn people’s trust and be consistent with it.”

24
T H E H A LO

THE HALO
Halos are our Muse’s friends and allies with
skin and hair that may have different needs.
But what all Halos have in common is that
they want the best for our Muse. They listen to
her, love her and respect her and they want to
go on her journey too.

O n ce we’ve served the Muse, we serve the Halo

and share SheaM oisture’s gift with the world.

25
T H E H A LO

DEAR SHEAMOISTURE
P L E A S E REMEMBER...

“My whole generation is teaching

Muse. N Y C .
AYESHA
ourselves to love our hair. Thats
centuries of unlearning to be done. I’m
still unsure of how to take care of it - no-
one really taught me beyond styling.”
DOMINIQUE

“We don’t have a huge range of options “W hen I think of SheaMoisture I think

Halo. London.
for non-toxic, organic, good for your hair of Black owned or it was Black owned.

KATIE
products that truly work, truly feel good, W hen I saw them in Boots, I was very
Muse. ATL.

truly smell good, truly make our hair look interested, I loved to see it, I’d like to
good. We’re still making do.” know more.”

26
T H E H A LO

“People judge me because “If someone gave me a

JOSÉ

KRYSTEL
of where I came from. Yes, I skincare gift card, I’d spend
came from the projects and it on moisturizer, what’s left
I do tricks on bikes, but that would go on cleanser.”
doesn’t mean I’m going to

Muse. N Y C
rob you. That doesn’t mean
any of that. I am a human

Muse. O a k la n d
just like you. Give me a
chance and I’ll give you a
chance.”

“I spent a really long time

in my life hating how I look.

Halo. L o s Angeles
Muse. S ã o Paulo.

W hen I first saw my hair after

the transition I cried happy
tears. It’s natural and it’s
mine and I hid it for so long.
And it is so beautiful. Racism

ARIANA
is cruel and it was because
BRUNA

of that, but today I show off “I choose skin and body

- I’m proud of my hair, I’m products for two main
proud of my dark skin and reasons: natural ingredients
who I am.” first, then trusted results.”

DEAR SHEAMOISTURE
P L E A S E REMEMBER...
27
PRODUCT TRUTH

We believe in overserving the Black community. Our products are intended to allow them to embrace their
natural texture and melanin by helping them achieve the look they want without compromising their hair
and skin health. Every SheaMoisture product is designed to improve health over time with continued use.

H E A LT H Y B E Y O N D WHAT Y O U SEE.

THE LO O K THE FEEL T H E E M OT I O N

Allow them to embrace their natural texture and Give them healthy hair and skin they can both see Give them the confidence to reclaim their beauty narrative.
melanin by helping them achieve the look they want. and feel. No compromises. No tradeoffs. Understand that a healthy feel is also emotional.

PRODUCT TRUTH 28
BRAN D P E R S O N A L I T Y

BECAUSE AFTER ALL

O U R C U L T U R E IS IN
T H E B OT T L E .

29
BRAN D P E R S O N A L I T Y

R E A L // WARM. HUMAN. R E L A T A B L E .

O P T I M I S T I C // F R E S H . A P P R O A C H A B L E . E N C O U R AG I N G .

C O N F I D E N T LY I N S I G H T F U L // C R E D I B L E . S U P P O RT I V E . C U LT U R E D.

C O L L E C T I V I S T // FA M I LY - O R I E N T E D. A C C E S S I B L E . C O M M U N I T Y - C E N T R E D .

P R I N C I P L E D // H O N E S T. I N T E N T I O N A L . ( R ) E VO LU T I O N A RY.

BRAND PERSONALITY 30
 31

WE ARE A L L THESE
THINGS AND MORE.
BRAN D P E R S O N A L I T Y
T H E EM BOLD EN IN G P ART N ER

WE ARE THE
EMBOLDENING PARTNER
SheaMoisture understands that real life is
a messy, ever-evolving, complex journey.
We’re on this path, together.

SheaMoisture celebrates them in all of their

various forms.And will be rooting for them
every step of the way.

32
T H E EM BOLD EN IN G P ART N ER

C ATA LY S T.
ACTIVE.
E N E RGY.
MOVEMENT.

HYPE-PERSON.
S U P P O RT
SY STE M .
CHEERLEADER.
33
TON E O F VO I C E

TONE OF VOICE
SM S H E A M O I S T U R E IS T H E E M B O L D E N I N G PA RT N E R /
TRUSTED HYPEPERSON.

SM S H E A M O I S T U R E S P E A K S T O Y O U L I K E T HAT
L I F E LO N G F R I E N D W H O T R U LY T H I N K S YO U ’ R E MAGIC.

SM SHEAMOISTURE SPEAKS WITH A VOICE O F

C O L L E C T I V E S T R E N G T H A N D E M P OW E R M E N T.

SheaMoisture has a wealth of wisdom and SheaMoisture never overthinks or imitates

experience but is never condescending.
SheaMoisture is always reaching out a hand
or lending an ear so that we can be our best
selves, together.
Black vernacular language because
SheaMoisture is of Black culture, naturally.
SheaMoisture speaks confidently and
unapologetically.

SheaMoisture speaks in a way which is culturally SheaMoisture speaks as if we’re everyone’s

relevant, yet timely. SheaMoisture speaks from big sister.
the heart -that never goes out of style.
TON E O F VO I C E

35
TON E O F VO I C E

S H E A M O I S T U R E I S / I S NOT...
R E A L J U D G E M E N TA L
O P T I M I S T I C NAIV E

C O N F I D E N T LY I N S I G H T F U L
AU T H O R I TAT I V E
COLLECTIVIST SELF-CENTRED
PRINCIPLED NOBLE
36
TON E O F VO I C E

SHEAMOISTURE
GIVES THEM POWER
TO INTENTIONALLY
TAKE UP SPACE.

HAIR . B O DY. SPIRIT.

F O R THEM, TA KIN G U P
S PA C E C A N F E E L L I K E A
R E V O LU T I O N A R Y ACT.
37
BRAN D AS S E T S

T H E S E E L E M E N T S A R E WHAT
REALLY MAKES SHEAMOISTURE
S T A N D O U T A N D S E T S IT A P A R T
FROM COMPETITORS
Here are the elements of our brand which make it recognizable. These are our most distinctive assets,what
we’remost famous for - they are Shea’s and no one else’s.

The hand-scripted logo conveys our products Our packages are uncomplicated and practical. Our lines are rounded and soft. Like our The Fair Trade Shea Butter seal
and brand spirit: natural, real, and rich with brand, the structures are welcoming, friendly, and open. The packs are approachable and communicates the backbone of our
texture. The script is confident and cues our invite you to interact, rewarding you with a delightful sensorial experience. products: naturally efficacious products
history. It’s multigenerational. It’s our past, made with naturally rich, ultra-moisturizing
present and future. Fair Trade Shea Butter.

38
NEEDSCOPE

NEEDSCOPE

The desire to fit in and feel part of the group is strong

in Orange. This brings a warm inclusiveness and a sense
of togetherness. An ‘everybody is welcome’ feeling.

Orange has a positive, optimistic energy and an easy-

going sociability. Orange is 100% honest and open.
THE ESSENCE OF ORANGE Everything Orange does is relatable and in touch with
real life.

Orange is accessible to everyone, straight forward and

down to earth. Orange is inclusive of all women and all
forms of beauty.

39
NEEDSCOPE

T H E O R A N G E W E L L - B E I N G S P A C E IN H A I R
IS O P E N , R E L A X E D , A P P R O A C H A B L E

Sh e wants to b e seen as She wants to feel She is drawn to brands which She’s h a ppy to keep things
• Friendly, approachable • At ease, relaxed • Deliver on their promises • Simple and wants to reflect
• Down to earth • Accepted, included her true self

NEEDSCOPE 40
O U R P OSIT ION IN G

OUR POSITIONING
W I T H R O O T S D E E P IN B L A C K C ULT UR E , C O U R A G E A N D
N AT U R A L WISDOM, W E A R E T H E M O S T AU T H E N T I C, AWARE,
A S P I R AT I O N A L B E AU T Y B R A N D IN T H E W O R L D.

41
P R O D U C T C AT EG ORIES

HAIR CARE SKIN HAND AND

CLEANSING B O DY LOT ION

FA C E C A R E BABY AND KIDS ME N’S

C AT E G O R I E S
42
BRAN D K E Y

BRAND KEY
BRAN D K E Y
H O W W E D O IT
P U R P O S E //
We c h a m pi on eco n o m ic equity
to a c h i ev e equality in t h e pursuit
of true f reed o m for t h e B l a ck
community.
T H E P EO P L E WE SERVE:
Our muse is the empowered black trailblazer.
He/she is empathetic, catalytic, international,
vibrant, brave, discerning.
HUMAN TRUTH //
For too long, the Black community has existed in
a world designed without them in mind,
with a narrow view of beauty and told to
conform, whatever the cost. Getting ‘the look’
has often been at the expense of health –
health of the hair, the body, the mind. NOW,
is the time to take up space, to reclaim the
narrative in beauty and beyond.
P R O D U C T T R UTH: D BA //
We believe in overserving the Black SheaMoisture logomark, packaging
community. Our products are intended with a bold color palette, Fair Trade
to allow them to embrace their natural Shea Butter logo lock up.
texture and melanin by helping them achieve
the look they want without compromising
their hair and skin health. Every SheaMoisture
product is designed to improve health H EA LT H Y
over time with continued use.
B E Y O N D WHAT
ROOTS//
We are a brand with a deep commitment
YO U SEE.
to overserve Black communities Our
Community Commerce model to help build
and create systemic change. Proven product
superiority for textured hair and melanin rich
skin. Moisturization via Fair Trade Shea Butter.
BRAND PERSONALITY :
Real. Optimistic. Confidently
insightful. Collectivist.
44
SU M M ARY
BRAND FORESIGHT
To work towards our mission, and live our
values, everyone in the SheaMoisture family
will play a part in the work that we do, not just
to create the world’s finest skin and haircare
products, but in the work we do to serve our
communities. Our work is our values in action.
We practice community commerce as a route
to social and economic empowerment.
Our handcrafted shea butter is sourced
directly from Ghana. Your proceeds are
developing critical community infrastructure
in Ghana such as a safer work environment,
access to healthcare, and piped water that
boosts production capacity and quality. In the
U.S, investments are made in entrepreneurial
and educational programs that empower
women and transform communities.
So, whateve r position you hold a t
SheaMoisture, wh a t ca n you d o to
b ette r u n d e r sta n d a n d b ette r support
th e e co sy ste m of p e o p l e who work to
bring our p r o d u cts to m a r ket - from
th e field to th e follicle?
At SheaMoisture we invest proceeds from every
purchase into the community to rebalance the
scales ofjustice. So every SheaMoisture purchase
invests in our communities,in the US and globally.
Like, when faced with the Global Coronavirus
pandemic of 2020, we set up the SheaMoisture
MinorityBusiness Fund, to share out $1mofawards
for minority-owned businesseswith a social impact
mission. Or in March 2021, when we announced
our 10 Emerging Visionary grantees, each getting
a $50k opportunity for Black womxn who are
using their creative voices to drive history-making
change in their communities.
S o who are th e businesses or
organiza ti ons m a k i n g a dif ference in
your community? We’d love to know
th e m a n d support th e m ?
The causes that move our communities move
us. If we have something that affects one of us,
we stand firm in support. Like celebrating the
poet, activist and scholar Sonia Sanchez. Like
on March 13th 2021, when we took over our
Insta account to celebrate the life, and mourn
the anniversary of the death of Breonna Taylor.
We know because we look, notice, ask and listen.
S o wh a t ca n you d o to ke e p yourself
a n d us in b ette r to u ch with our
communities a n d ch a m p i o n th e
ca u s e s t h a t a f f e c t us all?
45
 SU M M ARY

WE ARE B O L D ENOUGH
TO C H A L L E N G E A N D
B R AV E E N O U G H TO L EA D.

46
SU M M ARY
THE SECRET SAUCE
TO SUNDIAL SUCCESS
COMMU N I TY C O M M E R C E
• This is THE business model
• Investment & dedication to
communities where we make
our profits
• Not charity or philanthropy
LIVING THE VISION
• Higher order vision built
into brand ethos: “economic
inclusion is a human right”
• Brand trust comes from
leadership that reflects
our community
• Ways of working
– must ‘walk the talk”
H I G H - TOU C H ENGAGEMENT
• Highly-engaged consumer;
feels they helped build brand
• Our community expects us
to be engaged in cultural/
social issues that are
important to them
P E R P E T UA L INNOVATION
• Trend forward innovation /
Co-creation
• Each collection unique
– no chasis
• Raw material sourcing part
of brand DNA
47
 All content is confidential and must not be shared outside Unilever, with the
exception of partner agencies who have signed NDA’sand contracts with Unilever.

Photo credits: nappy.co - nappy provide beautiful, high-res photos of black

and brown people for the world to use. A big thank you from us to them for
BRANDBOOK amplifying representation one photo at a time.