The company started from memories Richelieu Dennis had of his grandmother Sofi Tucker when she would make all natural soaps and hair products when he was a child. When Sofi Tucker was widowed with four children at 21, she made and sold her handmade shea butter soaps and other natural products all over the countryside in Sierra Leone to support her family. Years later, she taught her recipes and showed him how to make natural remedies.

Shea Moisture is a product I use everyday in my life to nourish my hair. In my rebrand envision, I wanted the packaging design to continue to inspire women of color to go back to their roots and find a joy in experiencing and learning about their traditional roots, including the roots that grow out of their head. My inspiration came from looking at traditional beadwork and weaving patterns from Sierra Leone. To amplify, I also gained inspiration from natural hair textures to better fit.