SHEAMOISTURE HONORS BLACK BEAUTY AND LIMITLESS VERSATILITY WHILE USHERING IN A NEW ERA WITH "YES, AND" CAMPAIGN STARRING SERENA PAGE

SheaMoisture has partnered with pop culture's favorite, Serena Page, winner of Love Island season 6, as the new brand ambassador and face of its "Yes, And" anthem. The video spotlights the Gen Z cultural icon as she transitions effortlessly from beachside bliss to game night at home with the girls to owning the red carpet – always empowered, always evolving, and always SheaMoisture.

Serena's star continues to rise through new shows, personal milestones, and viral trendsetting moments, but it's her authenticity and ability to reflect the multifaceted nature of modern Black womanhood that makes her the perfect partner. She embodies the campaign's message that being truly limitless means having the freedom, tools and support to show up as your full self–it's about your friendships, your community, and the freedom to be exactly who you want to be with products that make sure your look is the least stressful part of the day.

"Every day is an opportunity to be exactly who you want to be. I am so excited to be partnering with SheaMoisture, a brand that I've used since I was a little girl, as their newest Ambassador," said Serena. "I hope this campaign reminds Black women that they can reinvent themselves as many times as they need. You set the standard, you make the rules, and you are that girl."

As a cornerstone in the beauty routines of Black women for over 30 years, SheaMoisture remains committed to creating products that meet the unique needs of textured hair and melanated skin – from beloved staples like the Coconut & Hibiscus Collection, which includes the iconic Curl Enhancing Smoothie, to creating new products that continue to meet evolving hair needs like the Bond Repair and Curl Stretch Collections. Whether for prep, style, repair or maintenance, there's a SheaMoisture product for every stage of your beauty regimen.

"SheaMoisture has long been a trusted name in Black beauty," said Obinna Keke, Chief Brand Officer at SheaMoisture." Our "Yes, And" campaign is a love letter to our community that honors their versatility, creativity and power. Serena Page embodies this spirit on screen and beyond, while inspiring so many other women to feel seen and limitless. This campaign marks an exciting evolution for SheaMoisture and reflects how the brand is growing alongside our community—adapting to the ever-changing ways Black women define themselves, while continuing to provide products that support every version of who they are. SheaMoisture is more than just a beauty brand, we are a partner in every stage of your journey—today, and for the limitless possibilities ahead. "

The "Yes, And" anthem video is the final hero content piece in a broader, year-long rollout from the brand encouraging Black women to own every version of themselves. Highlights include:

• SHEACATION – The Brand's First-Ever International Trip that brought together 14 dynamic beauty influencers to Jamaica for an industry-first immersive, luxurious and joy-filled experience celebrating Type 4 hair without limitations, to launch the new Curl Stretch Collection, designed to elongate and define curls without damage.

• Yes, And Magazine & Newsstand a vibrant pop-up and debut of the first-ever print magazine from SheaMoisture, featuring hair inspiration, styling tips, stories of purpose and empowerment, encouraging readers to embrace all aspects of themselves. The culture-forward experience featured live hair demos by local stylists, immersive visuals honoring iconic Black hairstyles, and giveaways of magazines and products.

• SHEAVERSITY at Essence Festival of Culture an HBCU-inspired celebration where self-expression was the curriculum and every style was a major worth celebrating. The activation included a high-energy welcome reception featuring local performers, partnership with New Orleans community staple Loretta's, and a live hair show featuring special guest actress Lovie Simone.

• Shea Us What You Got a digital content series and tropical trivia style game show inspired by the Curl Stretch Collection, where a featured all-star influencer cast – including SI swimsuit model Achieng Agutu (@noordinarynoire), comedic natural hair creator Melonie Torres (@naturallymelonie), natural style guru Yana Carr (@goldynaps), comedian Grace Amaku (@grace_africa), TV personality and beauty creator Lellies Santiago (@lelliessantiago) – go head-to-head on questions surrounding Black hair and culture all vying to win a limitless supply of award-winning Curl Stretch Collection.

For more information on the "Yes, And" Campaign, visit sheamoisture.com or check out the brand on Instagram @sheamoisture.

ABOUT SHEAMOISTURE:

SheaMoisture champions the beauty, versatility, and the strength of the Black community, celebrating every facet of her journey, from hair to body and beyond. We are here for hair, yes, and her skin, her confidence, her self-expression, and her wellness, too. Our commitment to "no compromise" beauty means SheaMoisture products are infused with select natural ingredients, like Shea butter, and ingredients powered by science, fortifying textured hair and melanated skin with the moisture it needs to stay healthy and grow beautifully for limitless versatility. Shea butter, one of our core ingredients, is praised for its hydrating and nourishing properties, and sourced from women-led cooperatives in West Africa, providing fair wages and creating economic opportunities. SheaMoisture leads globally in 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. Instagram | TikTok | Twitter

*Net sales refers to net sales value (NSV), which represents gross sales (volume*price) - efficient ordering discounts

SOURCE SheaMoisture