SheaMoisture has debuted its first collection of antiperspirant underarm and whole body deodorant specifically designed to meet the needs of rich melanin skin, launching February 2024 at Walmart, Target, Walgreens and CVS.
The collection was approved by Black dermatologists for long-lasting antiperspirant underarm protection and skin solutions which evens tone, moisturizes and smooths skin. The range provides up to 70% moisture replenishment to dry skin, invisible application and culturally iconic fragrances.
SheaMoisture Antiperspirant Stick Deodorants:
- Even Tone: Made with vitamin C and niacinamide to help visibly even skin tone with daily use.
- Moisturizing: Made with raw shea butter and hyaluronic acid that delivers all day moisture.
- Smoothing: Made with manuka honey and retinol to help smooth rough, dry and bumpy skin.
- Fresh: Made with coconut and hibiscus that provides all day freshness and care.
- Sensitive: Made with aloe vera and ceramides and a dermatologically tested and hypoallergenic fragrance.
- Soothing: Post-shave made with vitamin E and kukui nut oil to help actively soothe and calm post-shave skin.
Black dermatologist and gynecologist approved whole body deodorants feature a plant-based formulation that includes no aluminum, no baking soda and no talc.
SheaMoisture Whole Body Deodorants:
- Whole Body Deo Cream: Made with coconut and hibiscus that features a quick dry, smooth application
- Whole Body Invisible Stick: Made with coconut and hibiscus that features an anti-friction, smooth glide stick.
To celebrate the launch, SheaMoisture is sponsoring the Fisk University Gymnastics Team, who in 2023 made history as the first ever HBCU gymnastics team to compete at the NCAA level.
SheaMoisture will feature the Fisk University Gymnastics Team throughout its Shea deodorant launch campaign, provide a $25,000 grant in support of their 2024 season and provide career resources and special products to team gymnasts.
Dawn Williams-Thompson, head of NA personal care design for retail and local brand development at Unilever, said, "SheaMoisture was one of the first brands to launch innovative products crafted with culturally authentic natural ingredients to care for textured hair. This is the first deodorant range that really works for underarms and your whole body, and is designed primarily for rich melanin skin. This reaffirms SheaMoisture's priority of developing no compromise beauty products to help her live her healthiest, most beautiful life."
Kameelah Phillips, M.D., said, "As a Black woman gynecologist, I know firsthand how important it is to have products that are tailored solutions for rich melanin skin. Our unique skin requires thoughtful care and deserves deodorant options that provide both effective odor protection and care for our rich melanin skin's specific needs and sensitivities. To that end, SheaMoisture completely delivers on their promise with this collection."
Corrinne Tarver, head coach for the Fisk University Gymnastics Team, said, "This grant and partnership with SheaMoisture is more than just an investment in our gymnastics team; it is a commitment to empowering our girls by giving them the tools and exposing them to resources they can use on campus and beyond to power their futures."
