Source: Shatimah Brathwaite, @capturedbyshatimah / Shatimah Brathwaite, @capturedbyshatimah
The controversy surrounding the selection process for brand trips has escalated in recent years, coinciding with the fluctuating prominence of Diversity, Equity, and Inclusion (DEI) initiatives. As brands strive to demonstrate their commitment to inclusivity, the criteria and decision-making behind choosing attendees for these coveted trips have come under increased scrutiny. This has led to heightened awareness and debate around issues of fairness, transparency, and representation within the influencer marketing landscape. You know who did it right and centered Black women fresh off of Black History Month and to kick off Women’s History Month? SheaMoisture.
Source: Shatimah Brathwaite, @capturedbyshatimah / Shatimah Brathwaite, @capturedbyshatimah
The personal care company took representation to new heights and broke the internet with their latest galvanization of some our favorite Black women creators. And the fact that the location was Jamaica just made it even more impactful.
The Location: Jamaica
For style and beauty expert, Kayla Greaves, as a Jamaican, she was already very familiar with Montego Bay. She automatically felt at ease. “But here’s the thing: I had been working non-stop and was pretty frazzled right up to the point where I boarded my flight, so my energy was a bit off upon arrival. However, as soon as the sun touched my skin, I immediately felt relieved. It felt good to be home,” the creator shared.
While there weren’t specific standout moments for the Caribbean baddie, she named that “the entire trip was really thoughtfully planned out and rooted in the culture.” The SheaMoisture team ensured intentionality throughout from every authentic Jamaican cuisine mean to partnering with Jamaican designer Sammy B to recreate the iconic “Jamaica” shirt to visiting the Harbour Street Crafts Market to support local artisans. Greaves said, “The entire trip made me feel connected to my roots.”
Source: Shatimah Brathwaite, @capturedbyshatimah / Shatimah Brathwaite, @capturedbyshatimah
The beauty lover also expressed that she doesn’t often get to fully relax in Jamaica. She appreciated that the Shea team ensured they felt pampered and had a good time. The accommodations at Round Hill provided stunning views, and the villas offered personal space while still allowing for communal gatherings. Stocked with SheaMoisture products, the gworls wanted for nothing.
The Creators: #SheaBaes
The creators aka the #SheaBaes included Kirah Ominique (@kirahominique), Allyiah (@allyiahsface), Simi Muhumuza (@simimoonlight), Aisha Beau (@aishabeau), Brianna (@brianna.who), Rene Daniella (@ownbyfemme), Blake Lawren (@blakelawren), Fola Amudipe (@folahontas), Kayla Greaves (@kaylaagreaves), Micaéla Verrelien (@micaelaverrelien), Lacy Redway (@lacyredway), Destinee Wray (@destineewray), Chevonne (@damnthatschev) and Ingrie Williams (@ingriewilliams).
Source: Shatimah Brathwaite, @capturedbyshatimah / Shatimah Brathwaite, @capturedbyshatimah
Verrelein told HB, “The SheaMoisture trip showed that when you lean into DEI it pays back in lots of love and organic viral moments. SheaMoisture said they wanted to give black women luxury and they gave us luxury and more. Best brand trip I’ve ever been in hands down!”
Luxury is Our Birthright
Black women unequivocally deserve luxury. This shouldn’t even be a point of debate. It’s not simply about what we want or what would be nice. It’s about recognizing our inherent worth and the immense value we bring to the world. Luxury is our birthright. Recompense for being the blueprint upon which so much of society is built.
The world quite literally owes Black women everything. Our influence is pervasive and undeniable, shaping culture, driving innovation, and maintaining the very fabric of our communities. From the unpaid labor that historically sustained households and economies to the groundbreaking contributions we make in every field imaginable, Black women are the backbone of society.
Source: Shatimah Brathwaite, @capturedbyshatimah / Shatimah Brathwaite, @capturedbyshatimah
Denying us luxury is not only unjust but also a denial of our humanity. It’s a refusal to acknowledge the debt owed to us for generations of sacrifice and ingenuity. Luxury, in all its forms, is a small gesture in the face of the immense contributions from Black women.
From the custom SammyB Designs tops, to having Skip Marley make a surprise performance at their final dinner to the Jamaican dance class, we have no notes. Luckily, we got to chat with the brains and beauty behind the planning of the trip to get more details.
SheaMoisture’s Vision: Centering Black Women in Every Space
For SheaMoisture, true inclusivity means more than just representation—it’s about prioritization. The brand’s recent #Sheacation celebrated and fully centered Black women in a beautiful environment.
“It was a powerful moment… seeing women just being themselves, relaxing, being pampered to the highest point,” said Obinna Keke, Chief Brand Officer at SheaMoisture. The trip also served as a platform to introduce the new Curl Stretch Collection alongside beloved Coconut & Hibiscus stylers, blending both experiential and functional elements. “We wanted to create a space where our guests and community not only felt considered, but prioritized.”
For Brianna Wright, Head of PR & Influencer Marketing, the trip was a reminder of the boundless beauty and versatility of Black women. “Black beauty is limitless. We can express ourselves with our hair, our looks, our style, and we can do so effortlessly,” she shared. From intricate braids to voluminous curls, the women embraced their beauty in diverse ways, reinforcing a crucial message. Wright affirmed, “You are beautiful, you are influential, and you deserve to be celebrated.”
Through intentional product integration, live demonstrations, and moments of genuine connection, #Sheacation embodied SheaMoisture’s mission. It ensures Black women feel seen, valued, and uplifted in every beauty space they enter.
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