You’ve probably seen the yellow bottles lined up in the "textured hair" aisle and wondered if the brand you’ve loved for years is still the same. There is a lot of noise on social media about "selling out" and formula changes. Honestly, the answer to who owns Shea Moisture isn't a simple one-word name. It’s a story about a family from Sierra Leone, a massive corporate giant, and a billion-dollar deal that changed the beauty industry forever.
As of 2026, Shea Moisture is owned by Unilever, the British multinational consumer goods company.
But if you ask the people running the show, they’ll tell you it’s a bit more nuanced than a typical corporate buyout. They call it a "partnership." Most people just call it a billion-dollar exit. Whether you’re a lifelong fan of the Raw Shea Butter Deep Treatment Masque or a casual shopper, knowing who pulls the strings helps you understand why the brand looks and feels different than it did ten years ago.
The Massive Deal That Changed Everything
In November 2017, the news hit like a ton of bricks. Unilever announced it was acquiring Sundial Brands, the parent company of Shea Moisture and Nubian Heritage. This wasn't just a small pickup. We are talking about a deal valued at an estimated $1.6 billion.
At the time, it was one of the largest deals in history for a company founded by Black entrepreneurs. Richelieu Dennis, the co-founder and then-CEO, didn't just walk away with a check. He stayed on for a while to ensure the transition didn't alienate the core base.
Why did Unilever want it? They saw a massive, underserved market. For decades, "mainstream" beauty brands ignored kinky, coily, and curly hair. Sundial Brands had figured out how to serve those customers at scale. Unilever wanted that expertise—and the revenue that came with it.
Who is Unilever?
To understand the current ownership, you have to look at the parent. Unilever is a titan. They own Dove, Vaseline, Axe, and even Ben & Jerry’s. They have the distribution power to put Shea Moisture in every corner store from New York to Nairobi. That’s the "pro" side of the deal. The "con" for many fans was the fear that a massive corporation wouldn’t understand the specific needs of Black hair.
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The Richelieu Dennis Era and the Family Legacy
The brand didn't start in a boardroom. It started on a sidewalk in Harlem in 1991. Richelieu Dennis, his mother Mary Dennis, and their friend Nyema Tubman began by selling handmade soaps and salves.
The recipes weren’t new. They belonged to Sofi Tucker, Richelieu’s grandmother. Back in 1912, she was a widowed mother of four selling shea butter and African Black Soap in Bonthe, Sierra Leone. She is the literal face on the packaging.
The Transition of Power
Even though Unilever owns the paperwork, the leadership has tried to keep a specific identity. After the acquisition, Richelieu Dennis eventually stepped back from the day-to-day CEO role of Sundial.
In 2019, Cara Sabin took over as CEO of Sundial Brands. She’s a powerhouse in the beauty world with a background at L’Oreal and NARS. As a Black woman leading the brand under the Unilever umbrella, her job is a balancing act: hit the corporate growth targets while keeping the "community" feel that made the brand a cult favorite.
Is Shea Moisture Still Black-Owned?
This is the question that keeps popping up in TikTok comments and Reddit threads.
The short, technical answer is no. Since Unilever (a publicly traded company with global shareholders) owns 100% of Sundial Brands, Shea Moisture is not Black-owned.
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However, the company frequently uses the phrase "Black-founded and Black-led." They lean into this distinction heavily. Most of the executive team and the people making the creative decisions are Black. They argue that having the "deep pockets" of Unilever allows them to do more for the community than they ever could as a small, independent firm.
The New Voices Fund
Part of the Unilever deal was the creation of the New Voices Fund. This was a $100 million venture capital fund specifically designed to support entrepreneurs of color. Richelieu Dennis used a chunk of the acquisition money to kickstart this. This is a huge detail that people often miss. While the brand itself changed ownership, the deal injected nine figures into other minority-owned startups.
The Controversy: Formula Changes and "The Commercial"
You can't talk about who owns Shea Moisture without talking about the 2017 PR disaster. Right around the time the ownership talks were heating up, the brand released a commercial that featured mostly white women with wavy hair.
The backlash was instant. Long-time customers felt like the brand was "whitewashing" its image to appeal to a broader (white) audience now that they had corporate masters.
- The Apology: The brand famously admitted they "f-ed up."
- The Formula Rumors: Since the Unilever buyout, many users swear the products feel different. They claim the ingredients are "watered down" or that cheaper fillers have replaced the high-quality oils.
- The Official Stance: Shea Moisture insists that while they occasionally update formulas for regulatory reasons (especially in the UK and EU), the core quality remains the same.
Honestly, whether the formula changed or it’s just a placebo effect from the ownership change is a debate that will probably never end. But the perception of "corporate interference" is a real hurdle the brand still jumps over in 2026.
What Does This Mean for You?
If you're standing in the store holding a bottle of Coconut & Hibiscus Curling Enhancing Smoothie, does the ownership matter?
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It depends on why you buy. If you buy solely for the social mission of supporting Black-owned businesses, then your money is technically going to a global conglomerate. There are hundreds of smaller, independent Black-owned brands like Mielle (which was also acquired but by P&G) or TGIN that might fit your values better.
But if you buy because of the Community Commerce model, there's a different story. Shea Moisture still sources its shea butter from women’s cooperatives in Northern Ghana. They pay a "social premium" that goes toward schools, clinics, and infrastructure. In 2026, they are still one of the biggest players in "purpose-driven" beauty.
Actionable Takeaways for the Conscious Shopper
If you want to keep tabs on the brand or find alternatives, here is how to navigate the 2026 market:
- Check the "B Corp" Status: Sundial Brands (the parent) is a Certified B Corporation. This means they are legally required to consider their impact on workers, customers, community, and the environment. Most massive corporations aren't B Corps.
- Look for the "Fair Trade" Label: If you care about the women in Africa who actually harvest the shea nuts, check the back of the bottle. Shea Moisture still maintains high standards for ethical sourcing.
- Vary Your Support: You don't have to choose one or the other. You can use Shea Moisture for your "staples" because they are affordable and easy to find, while spending your "splurge" money on truly independent, 100% Black-owned brands to keep the ecosystem diverse.
- Read the Ingredient List: Don't rely on 5-year-old blog posts. If a product feels different on your hair, look at the first five ingredients. If "Aqua" (water) moved up and "Butyrospermum Parkii" (shea butter) moved down, your hair isn't lying to you.
The reality is that Shea Moisture paved the way. Without their success—and their acquisition—the "multicultural" beauty section might still be a dusty shelf at the back of the store. Unilever owns the brand, but the legacy of Sofi Tucker is what keeps the lights on.
Next Steps for Your Hair Routine
If you're rethinking your shelf, start by looking at your current bottle's manufacturing date. Compare it to older versions if you have them. If the ownership change bothers you, research "The SheaList"—a directory the company actually maintains to help you find and support other Black-owned businesses. It’s a bit ironic, but it’s a great resource for finding the "next" Shea Moisture.