The iconic beauty brand ushers in a new era with a campaign celebrating unapologetic versatility, starring Love Island’s Serena Page.
SheaMoisture is once again proving why it remains a cornerstone in Black beauty. With its new Yes, And campaign, the beloved brand is reminding us that our beauty—and our lives—can’t be boxed in. Partnering with none other than Serena Page, pop culture’s rising star and winner of Love Island season 6, SheaMoisture is championing what it means to show up boldly, authentically, and unapologetically limitless.
The new anthem video captures Serena moving seamlessly from beachside bliss, to game night with her girls, to serving red-carpet glam—each moment amplified by SheaMoisture. The message? Black women don’t have to choose one version of themselves. We can be all of it—every day, every way.
Serena’s star power has been undeniable, but what truly makes her the perfect face for Yes, And is her authenticity. She reflects the multifaceted nature of modern Black womanhood while making it clear that reinvention is not just possible, but necessary. “Every day is an opportunity to be exactly who you want to be,” Serena said. “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.”
For over 30 years, SheaMoisture has been right there with us—nourishing textured hair, hydrating melanated skin, and offering solutions for every stage of our beauty journey. From the cult-favorite Coconut & Hibiscus Curl Enhancing Smoothie to new innovations like the Bond Repair and Curl Stretch Collections, the brand continues to meet us where we are while giving us tools to step into who we’re becoming.
“This campaign is a love letter to our community that honors their versatility, creativity and power,” said Obinna Keke, Chief Brand Officer. “Serena embodies this spirit on screen and beyond, while inspiring so many women to feel seen and limitless. SheaMoisture is more than just a beauty brand—we are a partner in every stage of your journey.”
The Yes, And anthem is the crown jewel of a year-long rollout of culture-shaping activations that prove SheaMoisture is not just keeping pace but leading the charge:
- Sheacation: An industry-first trip to Jamaica celebrating Type 4 hair with the launch of the Curl Stretch Collection.
- Yes, And Magazine & Pop-Up Newsstand: SheaMoisture’s first-ever print magazine and cultural experience, celebrating iconic Black hairstyles, purpose-driven stories, and community joy.
- Sheaversity at Essence Fest: An HBCU-inspired celebration where self-expression was the curriculum and Black beauty was the major.
- Shea Us What You Got: A digital series blending hair, culture, and humor with an all-star cast of influencers and creators.
At its heart, SheaMoisture has always been about more than hair—it’s about our confidence, our self-expression, and our wellness. With ethically sourced ingredients like Shea butter from women-led cooperatives in West Africa, the brand stays rooted in community impact while continuing to innovate globally.
The Yes, And campaign reminds us that our beauty isn’t limited—it’s ever-evolving, just like us. And as Serena Page shows us, with SheaMoisture by your side, every version of you is the right one.
For more on the campaign, visit sheamoisture.com or follow @sheamoisture on Instagram.
Michelle M. Mitchell is the Publisher of OMG Culture Magazine, a global multicultural online news publication. With a passion for storytelling and a keen editorial vision, she leads the magazine’s coverage of culture, society, and luxury lifestyle. As a contributor, Michelle brings her expertise in high-profile events, entertainment, and community features, offering readers a distinctive and engaging perspective.
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