Business That Bonds: She Did That. x SheaMoisture

Timed to Black Business Month 2024, She Did That. partnered with SheaMoisture to launch Business That Bonds, an initiative created to remove barriers for Black-owned businesses and expand access where it mattered most. The collaboration celebrated connection, visibility, and economic empowerment, uniting two brands deeply committed to investing in Black entrepreneurship and culture.

The partnership began with an intimate Business That Bonds launch dinner at Healthy as a Motha in Williamsburg, Brooklyn. The private gathering brought together founders from across industries to share stories, break bread, and build relationships. The evening set the tone for a season of activations centered on community and collaboration.

“Economic uncertainty and challenges to diversity, equity, and inclusion threatened the lifeblood of Black businesses, with women-owned businesses getting hit the hardest”

– Simone Jordan, Head of Purpose at SheaMoisture

“SheaMoisture was proud to partner with She Did That. to provide access for local entrepreneurs at some of the biggest Black cultural moments of the year.”

In 2024 She Did That. and SheaMoisture created space for small businesses to shine on some of culture’s most celebrated stages. At CURLFEST 2024, the SheaMoisture Small Business Village absorbed vendor fees for participating founders, allowing them to focus on connecting with customers, increasing sales, and expanding their visibility.

The initiative extended into CultureCon 2024, the SheaMoisture x The Tuck School of Business at Dartmouth Fellowship, and the annual She Did That. Holiday Bazaar. Every activation offerred new opportunities for entrepreneurs to learn, grow, and connect with community.

Empowering Founders, Strengthening Community

By the end of the year, Business That Bonds supported more than 75 small, Black-owned businesses, amplifying their presence through storytelling, brand partnerships, and in-person experiences. Each activation reflected a shared mission: to create real access, close opportunity gaps, and celebrate the power of collaboration.

“This partnership was synergistic in ways that did not go unnoticed by our community,” said Renae Bluitt, Founder of She Did That.

“Standing alongside SheaMoisture in our mission to empower Black founders was a dream realized that continues to positively impact our community.”