SheaMoisture proclaims, own every version of you, in its new “Yes, And” anthem video.

This is the latest content piece in the rollout of the larger brand campaign that celebrates the versatility of Black beauty and the expression of every facet of identity, while ushering in a new era for the brand.

SheaMoisture has partnered with pop culture’s favorite, Serena Page, winner of Love Island season 6, as the new brand ambassador and face of its “Yes, And” anthem. 

The video spotlights the Gen Z cultural icon as she transitions effortlessly from beachside bliss to game night at home with the girls to owning the red carpet.

Obinna Keke, Chief Brand Officer at SheaMoisture, said, 

“Our “Yes, And” campaign is a love letter to our community that honors their versatility, creativity and power. Serena Page embodies this spirit on screen and beyond, while inspiring so many other women to feel seen and limitless.”

Page continues to rise through new shows, personal milestones, and viral trend-setting moments, but it’s her authenticity and ability to reflect the multifaceted nature of modern Black womanhood that make her the perfect partner. 

She embodies the campaign’s message that being truly limitless means having the freedom, tools, and support to show up as your full self.

Keke added, 

“This campaign marks an exciting evolution for SheaMoisture and reflects how the brand is growing alongside our community—adapting to the ever-changing ways Black women define themselves, while continuing to provide products that support every version of who they are.”

Campaign Events and Activations

This video is the final part of the brand’s larger year-long campaign, which includes the brand’s first-ever international trip, the Yes, And magazine and newsstand, SheaVersity at Essence Festival of Culture, and Shea Us What You Got digital content series. 

The Sheacation international trip brought 14 beauty influencers to Jamaica for an industry-first immersive experience celebrating Type 4 hair without limitations, to launch the new Curl Stretch Collection, designed to elongate and define curls without damage.

SheaMositure’s Yes, And magazine and newsstand is a vibrant pop-up and debut of the first-ever print magazine from SheaMoisture, featuring hair inspiration, styling tips, stories of purpose and empowerment, encouraging readers to embrace all aspects of themselves. 

SheaVersity at Essence Festival of Culture is an HBCU-inspired celebration where self-expression was the curriculum and every style was a major worth celebrating. The activation included a high-energy welcome reception featuring local performers, a partnership with New Orleans community staple Loretta’s, and a live hair show featuring special guest actress Lovie Simone.

Shea Us What You Got is a digital content series and tropical trivia-style game show inspired by the Curl Stretch Collection. An all-star influencer cast – including SI swimsuit model Achieng Agutu, comedic natural hair creator Melonie Torres, natural style guru Yana Carr, comedian Grace Amaku, and TV personality and beauty creator Lellies Santiago – go head-to-head on questions surrounding Black hair and culture, all vying to win a limitless supply of award-winning Curl Stretch Collection.