Shea Moisture Unveils Revolutionary Deodorant Range Catering to Rich Melanin Skin

By Kyra Greene

In a groundbreaking move, global beauty and personal care pioneer SheaMoisture announces its inaugural collection of antiperspirant underarm and whole body deodorants, specifically tailored for rich melanin skin. This innovative range aims to provide superior sweat and odor protection, along with targeted skin solutions for an all-encompassing freshness.

Dawn Williams-Thompson, Head of NA Personal Care Design for Retail & Local Brand Development at Unilever, highlights SheaMoisture’s commitment to delivering products that address the unique needs of textured hair. This marks a significant milestone as the brand ventures into the deodorant space, focusing on meeting the distinct requirements of rich melanin skin.

The First Deodorant Range for Rich Melanin Skin includes six Black dermatologist-approved stick deodorants, each offering long-lasting antiperspirant underarm protection and skin solutions. These variants address concerns such as uneven skin tone, dryness, and roughness. The range boasts up to 70 percent moisture replenishment, invisible application, and culturally iconic fragrances.

The SheaMoisture Antiperspirant Stick Deodorants lineup features:

1. Even Tone: Formulated with Vitamin C & Niacinamide to visibly even skin tone with daily use.
2. Moisturizing: Crafted with Raw Shea Butter & Hyaluronic Acid for all-day moisture.
3. Smoothing: Infused with Manuka Honey & Retinol to smooth rough, dry, and bumpy skin.
4. Fresh: Blended with Coconut & Hibiscus for all-day freshness and care.
5. Sensitive: Made with Aloe Vera & Ceramides, featuring a dermatologically tested and hypoallergenic fragrance.
6. Soothing Post-Shave: Includes Vitamin E & Kukui Nut Oil to actively soothe and calm post-shave skin.

In addition, SheaMoisture introduces two whole body deodorants with plant-based formulations that exclude aluminum, baking soda, and talc. These options provide all-day, all-over odor control, invisible application, and the signature Coconut and Hibiscus scent.

SheaMoisture Whole Body Deodorants include:

1. Whole Body Deo Cream: Featuring Coconut & Hibiscus, with quick-dry and smooth application.
2. Whole Body Invisible Stick: Infused with Coconut & Hibiscus, offering an anti-friction, smooth glide stick.

Dr. Kameelah Phillips, MD, a board-certified OB/GYN, applauds SheaMoisture for delivering tailored solutions for rich melanin skin, emphasizing the importance of products that cater to specific needs and sensitivities.

The groundbreaking deodorant range for rich melanin skin is set to hit shelves in February 2024 at major retailers, including Walmart, Target, Walgreens, and CVS, with a suggested retail price of $9.99 each.

To celebrate this pioneering venture, SheaMoisture sponsors the Fisk University Gymnastics Team, marking their historic entry into the NCAA level. The brand honors the coaches who lead the only African American women head coaches of an NCAA gymnastics program in the country. Additionally, SheaMoisture partners with MC Lyte and Coco Jones, further amplifying the brand’s commitment to empowerment and diversity.

SheaMoisture’s foray into the deodorant category is not just a product launch; it signifies a dedication to empowering individuals by providing tools and resources for a future filled with possibilities.