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SheaMoisture's "Same Roots, New Rules" - Transforming Textured Hair Narratives


Nightstand Service - SheaMoisture's "Same Roots, New Rules" - Transforming Textured Hair Narratives
Courtesy of SheaMoisture

SheaMoisture are empowering Black women and defying hair discrimination


In a groundbreaking campaign, SheaMoistureUK has unveiled "Same Roots, New Rules," a project that dives deep into the world of textured hair. This transformative initiative features the remarkable British R&B singer, Jamelia, alongside everyday women, all driven by a powerful narrative. They represent the daughters of women who've experienced societal pressures surrounding their hair and now seek to break free from these constraints. This visual diary project is the result of extensive research highlighting the significant impact of societal pressures on Black and mixed-heritage women aged 45 and above, especially when it comes to their hair.


Research findings reveal a startling statistic: women in this age group are 24 times more likely to conform to these pressures compared to their younger counterparts. The pressure includes teasing and negative remarks related to their chosen hairstyles, making it essential to address these issues and inspire change.


"Same Roots, New Rules" beautifully captures the diverse stages of hair transformations, emphasising the unique beauty and resilience of textured hair. It serves as a powerful celebration of the rich heritage and diversity within the Black community, affirming the beauty of every strand and encouraging women to embrace their natural hair. This project encapsulates the empowerment and confidence that comes from embracing one's roots and defying societal beauty standards.



Nightstand Service - SheaMoisture's "Same Roots, New Rules" - Transforming Textured Hair Narratives
Courtesy of SheaMoisture

Jamelia shares her own journey, saying, "Throughout my career, I rarely saw women like me wearing their hair naturally. As such, I spent most of my career straightening my hair because I never had the confidence to rock my afro." Her experience reflects the need for representation and empowerment in the beauty industry.


The campaign aims to empower women of all ages to embrace their true beauty and individuality. It showcases the transformative power of textured hairstyles and the confidence they can instill. The message is clear: embrace your natural hair, defy societal norms, and appreciate the diversity of hair textures and styles.


As part of the campaign, SheaMoisture has introduced a virtual affirmation board. They encourage people with afro and textured hair to write love letters expressing gratitude for their unique curls and coils. This initiative celebrates and uplifts the diverse hairstyles found within the natural hair community, reinforcing the message of self-love and empowerment.


SheaMoisture's "Same Roots, New Rules" - Transforming Textured Hair Narratives
Courtesy of SheaMoisture

In a world where the representation of afro and textured hair has been limited for so long, "Same Roots, New Rules" seeks to break the mould. In the campaign imagery, Daughters are pictured uplifting their Mothers, supporting them to wear the hairstyles they genuinely desire. This campaign is a celebration of that resilience and an opportunity to wear the hairstyles they've always dreamed of but were never encouraged to embrace.


As the conversation evolves, SheaMoisture invites everyone to join the movement by sharing their own stories and affirmations on the virtual board where the beauty of textured hair is celebrated, and the transformation of the narrative around black hair is underway.


All photos in this article are courtesy of SheaMoisture.

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