#MyStoryMyPower was more than a brand refresh—it was SheaMoisture Men’s response to a historic call for justice. Born from the movement following George Floyd’s death, the campaign set out to amplify the voices and lived experiences of Black men in America.

The campaign unfolded in two powerful phases, each rooted in the same core truth: your story is your power.

Phase One focused on the men themselves—their truths, their pain, their resilience. With a darker, richer tone and a cinematic visual identity, it introduced a powerful docuseries, stirring anthem, and authentic storytelling that demanded visibility and connection.

Phase Two celebrated the products—and the rituals of care that are both personal and political. With vibrant, energetic visuals and an elevated tone of joy and self-expression, this phase spotlighted the expanded product line, encouraging Black men to care for themselves on their own terms.

Together, both phases honored complexity, reclaimed narrative, and empowered a generation to define themselves—boldly, unapologetically, and beautifully.

Rooted in empathy and equity, #MyStoryMyPower used its platform to drive connection, understanding, and lasting change.