"We just have been conditioned to go to the corner and find our spot where we've been placed," one black woman says opening Shea Moisture's video for its new campaign, #BreakTheWalls.
"There is a section called ethnic and an aisle called beauty," another woman chimes in.
This empowering video sheds light on the fact that many stores separate women's hair care into two categories: mainstream beauty and ethnic beauty. And hair care brand Shea Moisture is urging shops to literally break the walls and combine everything into one inclusive beauty aisle.
"I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal, and separating "beauty" from "ethnic" has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society — which is why we began leading the efforts to break down those walls," said Richelieu Dennis, the founder and CEO of Sundial Brands.
He went on: "This movement is about so much more than selling shampoo, or lotion, or cosmetics. We're advancing a mission and vision to change the social dialogue about how we're looking at beauty as a society and how those archaic structures and views are debilitating to the establishment of new and more inclusive ways of viewing beauty – whether in the images we see or in the aisles that divide."
To help tell this story, Shea Moisture tapped influential vloggers including Naptural85, SunKissAlba, and MahoganyCurls to share their personal stories in a behind-the-scenes video.
The video ends with this statement: "We are Shea Moisture and now we can be found in the beauty aisle, where we all belong."
Watch both videos ahead!