OFF THE SHELF

There are few places in American life where putting up a sign separating ethnicities is considered even remotely acceptable. So why should the beauty aisle at your local drugstore be an exception? There, you’re likely to find that shampoos and moisturizers for African-American women are not located in the main beauty section, but are on separate shelves marked “ethnic.” In April of this year, SheaMoisture, the natural beauty brand of choice for millions of black consumers, decided to rattle those shelves.

SheaMoisture’s #BreakTheWalls