SheaMoisture Deodorant Announces 'We Set The Pace' Initiative: Inspiring Black Women To Run Their Race With Confidence

We Set The Pace, an initiative in collaboration with Black Girls RUN! (BGR!), encourages Black women to run their race with the tools they need to succeed.

HOBOKEN, N.J., March 13, 2025 /PRNewswire/ -- For Black women, the finish line is just the beginning. Today, SheaMoisture Deodorant is partnering with Black Girls RUN! (BGR!) to announce We Set The Pace, a new movement forward initiative accompanying the expansion of SheaMoisture Deodorant offerings, designed to help Black women run their race with confidence. Whether it's chasing dreams, building businesses, or hitting the pavement, Black women don't just move—they set the pace. With SheaMoisture Deodorant, they can focus on their journey without worrying about body odor.

"SheaMoisture has long focused on celebrating the versatility of Black women and we are committed to helping them express their fullest selves," said Kevin Tolson, Head of SheaMoisture Deodorant. "With SheaMoisture Deodorant, we double down on that expression and versatility through products meant for all phases of her life—be it in the race or beyond—leaving her feeling confident and worry-free."

An extension of the SheaMoisture Deodorant Collection, which debuted in 2024, the brand is expanding its offerings to include SheaMoisture Aluminum Free Deodorant Sticks, available in Coconut & Hibiscus and Vitamin C + Niacinamide, and Whole-Body Deodorant Spray, available in Coconut & Hibiscus and Raw Shea Butter + Hyaluronic Acid. Black Dermatologist approved, SheaMoisture Deodorant offerings are made with Fair Trade Shea Butter and are cruelty free, providing 72-hour odor control while gliding on with invisible application-- keeping you feeling fresh and confident all day long.

As part of the collaboration with BGR!, a nonprofit organization dedicated to encouraging Black women to prioritize fitness and healthy living, SheaMoisture Deodorant has committed a charitable donation of $15,000 to BGR! in support of their mission of promoting fitness and wellness. Additionally, for 72 days (from March 16 – May 15, 2025) for each full size SheaMoisture Deodorant product sold, SheaMoisture commits to donating 10% of every sale to BGR!, with a maximum donation of $15,000. The funds raised will be distributed to BGR! To further support their efforts.

"Black Girls RUN!'s mission is to motivate Black women to focus on their health through physical fitness," said Jay Ell Alexander, Owner and Chief Executive Officer of BGR! "The partnership with SheaMoisture Deodorant is another step in the direction of this goal--collaborating with a brand that shows up for Black women through products that help them at a functional level and give back to their communities."

To engage the community, SheaMoisture Deodorant will host a series of runs with local BGR! chapters in New York City, Houston, and Atlanta--further encouraging women to move their bodies and reminding them that the race is more than crossing the finish line—it is the commitment to yourself, a promise that you can keep driven by the confidence in knowing you can do it. 

In conjunction with the launch of the new deodorants, SheaMoisture Deodorant is also debuting "We Got You"- a social campaign that celebrates the versatility of Black women, through body diversity, authenticity, and confidence. The campaign launches this month and will run on social media from now until late June.

The SheaMoisture Aluminum Free Deodorant Stick and Whole-Body Deodorant Spray are available now starting at $9.99 online and in select retailers across the country

ABOUT SHEAMOISTURE:
SheaMoisture is a global beauty and personal care leader committed to serving the Black community through strategic investment and community give back. SheaMoisture recognizes the power of entrepreneurship in addressing racial inequality with the belief that commerce can bring true economic independence. Every year SheaMoisture reinvests at least 1% of net sales directly into economic opportunities for underserved entrepreneurs and Black business owners. With every purchase, you are helping to fund investments that support funding for Black-owned business, entrepreneurial education, crisis response, equitable purchasing, and ethical sourcing. SheaMoisture develops no compromise beauty products that help every member of the Black community live their healthiest, most beautiful lives. Shea butter is one of the brand's core ingredients, praised for its hydrating and nourishing properties, and sourced from women-led cooperatives in West Africa, providing fair wages and creating economic opportunities. The company leads globally in the hair care, bath, body, skin care, baby, and men's categories, and is distributed in retailers throughout the world. SheaMoisture is a subsidiary of Unilever. Twitter | Facebook | Instagram

ABOUT BGR!:
Through the power of running, community and empowerment, we bring awareness to the health disparities in the Black community. We dispel the myths that black women are unhealthy and not physically active. Black girls run brings women together all over the country to increase representation on the pavement. We are moving and motivating women to change the narrative of what running and health and health looks like for Black women. We provide inspiration and serve as a resource for women to become the best version of themselves. Black girls run wants to create healthier communities to change the health statistics for black women and make us healthier for generations to come. Join the movement at www.blackgirlsrun.com.

SOURCE SheaMoisture