SheaMoisture And ‘She Did That.’ Launch Initiative For Black Entrepreneurs

SheaMoisture has partnered with She Did That., a platform dedicated to uplifting women entrepreneurs, to launch the The Business That Bonds initiative. This launch aims to remove barriers for Black-owned businesses while providing financial and visibility support– especially at high-profile cultural events. 

Simone Jordan, global head, purpose and brand partnerships of Unilever, told Her Agenda via email, “While SheaMoisture has continuously served the Black community through its purpose-driven business model, this year we’ve partnered with She Did That. and its founder Renae Bluitt to localize the brand’s program, grants and opportunities to New York City. It was this same market that allowed SheaMoisture founder, Richelieu Dennis, the chance to achieve the American dream as a Black entrepreneur. It’s also especially significant for focusing on creating Black wealth, given that Black individuals represent over 22% of New York City’s population but own only 3.5% of its businesses.”

Both SheaMoisture and She Did That. launched this initiative during CurlFest 2024 and continued forward with key cultural events, including at CultureCon earlier this month, a landmark event and platform, launched by Imani Ellis, where Black creative professionals and entrepreneurs can connect and grow together.

The Business That Bonds initiative comes from the goal of both companies to create opportunities for small businesses to thrive in challenging economic times while building a strong sense of community. 

Simone emphasized the brand’s longstanding mission to support Black businesses: “Economic uncertainty and challenges to diversity, equity, and inclusion threaten the lifeblood of Black businesses, with women-owned businesses getting hit the hardest. SheaMoisture is committed to uplifting Black entrepreneurs and is excited to partner with She Did That. to provide access for local businesses at some of the biggest Black cultural moments this year.”

SheaMoisture and She Did That. awarded three Business That Bonds grants, which are designed to help entrepreneurs invest in their well-being, recognizing that rest is not a reward but an integral part of their success. 

SheaMoisture hosted four Black women-owned businesses at CultureCon, offering them the chance to create immersive experiences for attendees. Additionally, Simone, alongside other prominent Black business leaders, led a main-stage conversation that highlights the power of partnership, purpose, and resilience in entrepreneurship. 

Renae Bluitt, founder and executive producer of She Did That., and a longtime advocate for Black women in business, expressed her enthusiasm for the partnership: “This collaboration is a match made in partnership heaven,” she told Her Agenda via email. “I’ve always respected SheaMoisture’s commitment to Black entrepreneurs, and to be standing alongside the brand today in our mission to empower Black founders is a dream realized that will positively impact our community for years to come.”

She also highlighted two key challenges Black women entrepreneurs face: access to capital and work-life balance. She added, “Black women receive disproportionately lower venture capital and bank loans compared to our counterparts,” limiting budgets for growth strategies like PR and marketing.

The Business That Bonds initiative is expected to connect with more than 75 Black-owned businesses by the end of 2024, offering them resources and support at culturally significant events, such as the upcoming She Did That. Holiday Bazaar and more.

For more information on SheaMoisture’s initiatives, visit SheaMoisture’s impact page. Learn more about She Did That. and its work with Black women entrepreneurs at SheDidThat.co.