SheaMoisture UK Launches #TheSheaHeroes campaign – Supporting Black British Women Keyworkers

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SheaMoisture UK has announced that as part of their global Community Commerce program, today, 7th December 2020, they will launch a £50,000 U.K. campaign, #TheSheaHeroes, to support Black, British, Women Keyworkers through the festive season. 

As part of their promise to ‘overserve the underserved’, SheaMoisture aims to empower Black women in the U.K., in a year where they have been disproportionately affected by COVID-19. 

Thank you for keyworkers hard work

Recent figures show that 14% of keyworkers are from BME backgrounds compared to a workforce average of 12%.

To say thank you for their hard work, dedication to their communities, and drive to keep us safe during the pandemic, SheaMoisture will launch the #TheSheaHeroes Gifting Campaign on 7th December 2020, with entries closing on 18th December 2020. 

Share your story on Instagram

 During this time, keyworkers will be encouraged to visit @SheaMoistureUK on Instagram, to share the stories of how they have supported their communities by going above and beyond throughout the year.

Black woman paramedic

The #SheaHeroes campaign will welcome entries from four sectors of keyworkers – NHS and Health workers, Blue Light Workers, Supermarket and Delivery Workers, and Teachers or Educators. SheaMoisture will gift one winner from each category £10,000, with two secondary winners from each category receiving £1,250 each.  

Black people make up a higher percentage of the non-medical staff (6.3%) than medical staff (4.6%) in the NHS.
The percentage of staff employed by the NHS from BME backgrounds accounts for 52% of those who disclose their ethnicity.

Our keyworkers – vital during the Pandemic


In London, workers from an ethnic minority group represent 54% of the food production, process, and sale sector (including all food retail and processing) and 48% of the health and social care sector.

Black woman in retail

Cara Sabin, CEO of SheaMoisture, says: “The keyworkers have been the vital heroes during the pandemic. They have put their safety at risk to ensure that all of us are safe. We thank each and every keyworker for their continued hard work. Their dedication throughout the pandemic has not gone unnoticed by SheaMoisture, and it gives us great pleasure to give back to these strong, amazing women, who we consider to be #SheaHeroes.”

This campaign comes after SheaMoisture pledged £40,000 to Black female-owned U.K. hair salons in May 2020, supporting and guiding them throughout the pandemic with cash grants, mentoring and continued business support. 

Want to find out more?

Keyworkers can enter #TheSheaHeroes here:  https://www.surveymonkey.co.uk/r/TheSheaHeroes

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