SHEAMOISTURE X WACO
OVERVIEW
At SheaMoisture, community is not an afterthought—it’s the foundation of everything we do. That’s why our partnership with Miss Tina and Mr. Richard in support of the WACO Foundation is more than just a collaboration; it’s a shared mission to empower the next generation. Through this partnership, we are creating life-changing opportunities for young Black men and women from underprivileged backgrounds in Los Angeles, providing them with access, mentorship, and exposure to the world of film and the arts.
By uniting SheaMoisture’s commitment to economic and social empowerment with the WACO Foundation’s mission to cultivate creative talent, we’ve built a platform that goes beyond financial support—it’s about opening doors and making lasting change. A portion of our contributions directly fuels the foundation’s film program, helping aspiring creatives gain firsthand experience in an industry that has historically lacked diversity. The remaining funds help bring to life the WACO Gala in LA, an annual event that draws nearly 800 influential figures from Hollywood, beauty, and entertainment, amplifying the foundation’s impact on a national scale.
A PARTNERSHIP IN ACTION
SheaMoisture’s presence at WACO Gala was carefully crafted to ensure our mission was not just heard, but deeply felt:
A keynote address from our CEO, aired on Oprah TV, underscoring SheaMoisture’s commitment to uplifting underserved communities through our Community Commerce program.
Pre-event “Get Ready with Me” seeding boxes, connecting our products with key influencers and celebrities.
Branded visibility, including our logo featured on the step-and-repeat backdrop, invitation cards, and event signage.
Exclusive SheaMoisture premium gift bags, ensuring attendees left with a tangible connection to the brand.
On-site activations with stylists and barbers, offering quick touch-ups and real-time brand engagement.
Strategic social media integration, including curated photo moments designed for easy sharing across Instagram and Facebook.
MAKING AN IMPACT
This partnership not only elevated SheaMoisture’s brand presence at a high-profile, widely publicized event but also reinforced our dedication to real, measurable impact in the communities we serve. With extensive earned media coverage, the event amplified our message far beyond the room—showing that when brands invest in culture, creativity, and community, they don’t just gain visibility; they drive meaningful change.
ROLE
Strategic Partnership Development, Brand Collaboration, Event Sponsorship & Activation, Community Engagement, Diversity & Inclusion Advocacy, Experiential Marketing, Celebrity & Influencer Engagement, Product Integration, Brand Visibility & Positioning, Cultural Impact & Storytelling, Audience Experience Design, Industry Networking & Relationship Building
