Ch. 5 - Developing a Global Vision

Existing since 1912, Shea Moisture's standing today shows the long-term success that the company was able to obtain. Keeping a company going for more than 100 years isn't easy, but when quality products are created and marketing efforts are just as good, maintaining success isn't impossible. 

As discussed in previous posts, Shea Moisture was founded in Sierra Leone, Africa by Sofi Tucker. But it wasn't until 1991 when her grandson, Richelieu Dennis, began making and selling her products in the streets of Harlem, New York- and the rest was history. 

Shea Moisture prides itself on its use of fair-trade ingredients. They import most of their ingredients from villages in different parts of Africa. They continue to use the same production processes they've always used. Dennis once said that his sister, the maker of newer recipes, studies how different cultures use different ingredients to resolve an issue pertaining to beauty (hair, skin, etc.) As the company advances, they've started to include ingredients indigenous to Asia, Africa, the Middle East, and the Caribbean. This is important because fair prices are paid to the people in the communities that are providing these organic, raw ingredients. In a world where many companies exploit developing cities and countries to maximize profits, Shea Moisture continues to be ethical. 

Because of the company's involvement on social media, Shea Moisture is able to market globally. Through the use of social media, new customers are able to be targeted. Shea Moisture's retail partners allow accessibility of the products. Many of these retailers are available nationwide, and some even internationally. These partners include Target, Duene Reade, Ulta Beauty, Bed Bath and Beyond, Walmart, and more. The company's online store also makes the products accessible to anyone interested in buying.