BEAUTY THAT BONDS Gifting Suite: SheaMoisture Transcended Mere Gifting

BY SIMONE J. SMITH

Each year, SheaMoisture’s generous gift to the Toronto Caribbean Newspaper, and other vital community organizations, stands as a powerful testament to their commitment to uplifting Black entrepreneurs in Canada. These meticulously curated baskets, brimming with products celebrating Black beauty and empowerment, are more than just gifts—they’re tangible affirmations of our community’s strength and creativity.

Personally, I’ve always been deeply impressed, finding genuine value in each item, but this year, SheaMoisture transcended mere gifting. They moved beyond the basket and brought the community directly to the heart of Black businesses, fostering a deeper connection and amplifying their impact. We were invited to the BEAUTY THAT BONDS Gifting Suite on Thursday, February 20th, 2025 at Hotel X. This innovative approach not only celebrated Black excellence, but actively invested in Black businesses here in Canada.

Over the years SheaMoisture has focused on strengthening and cultivating deeper, more meaningful connections with its core communities through their entrepreneur inspired initiatives, and multi-faceted event series that are designed to foster connections and celebrate culture. This year, in celebration of Black History Month, the retailer took it a step further with a beauty adventure.

Well, I finally had a chance to dig into the goodies, and let me tell you, it’s a treasure trove! Let’s dive in, shall we?

First up, we’ve got… oh my goodness! SheaMoisture has released their body washes, made with RAW Shea Butter! Look at these! Honestly, just smelling them, I can already tell my skin is going to be living its best life. Shea butter? Yes, please! The SheaMoisture Body Wash collection is known to soothe, moisturize, cleanse and leave skin feeling soft and revitalized. All of their body wash products are made from naturally-derived ingredients and certified organic shea butter to spoil your skin.

“This innovative approach not only celebrated Black excellence, but actively invested in Black businesses here in Canada.”

Ooh, this is exciting! It’s a brand-new release from

The Bonding Oil with Amla Oil strengthens and fortifies dry, processed strands.Formulated for Type 3 and Type 4 hair, this  lightweight, multi-benefit oil, blended with Amla Oil and Fair Trade Shea Butter, coats your cuticle to smooth frizz for up to 24 hours. My hair has been feeling a little… blah lately, so I’m hoping this will give it the boost it needs. I’m especially excited about the hair strengthening oil! This smells amazing!

Next up, we have… the Ultra Hydrating Moisturizer from Blair & Jack! I’ve heard amazing things about this brand. BLAIR + JACK is the brainchild of Dr. Bimpe Ayeni, a board-certified Plastic Surgeon and her husband Ade Ajayi. When Ade had painful shaving bumps, Bimpe contacted a Pharmacist that she had worked with for many years. They tried a combination of two products on his skin, and Ade had an impressively quick and positive improvement in his skin. Voila! BLAIR + JACK was born.

BLAIR + JACK is named after their precious twins who remind them to make the best of every day and enjoy the simplicities of life.

The packaging alone screams luxury. It says it’s formulated for intense hydration, which is perfect for dry skin. I’m going to let my better half try this tonight and give you guys a full review later. Stay tuned!

Now, for a little ambiance! This is the “Chai Me” candle wax set from Look at these gorgeous melts! The scent is… wow! It’s a warm, spicy chai, just perfect for cozy nights in. SoftLife is rooted in promoting wellness practices for all, but especially for people of colour who are often told that their stress, pain and struggle are normal to their existence.

They provide premium, luxury products crafted for people who are dedicated to placing their well-being on a pedestal. I’m already picturing myself lighting these, curling up with a book, and just relaxing.

Okay, makeup lovers, get ready! Founder, Shirley Ibe’s love for lipstick began where most beauty obsessions do – in her mother’s makeup bag. Tired of using five different lipsticks to create the right hue, she launched Look at this stunning matte lipstick; it’s a beautiful dark brown, perfect for a bold, statement look. I can already see myself rocking this for a night out. What do you guys think? Should I do a makeup look with this soon?

And last, but definitely not least, this absolutely pulchritudinous journal from the one and only M&K Creative Designs! They are a black woman-owned stationery and gift company, founded in 2018 by an entrepreneur who saw a gap in the market for culturally relevant and empowering products. This is perfect! I can’t wait to fill it with my thoughts, ideas, and maybe even some beauty notes! Thank you so much, M&K Creative Designs!

Wow! What an incredible haul! I’m so grateful to have received all of these amazing products. SheaMoisture continues to honour the vision of Sofi Tucker, the pioneering mother of four and entrepreneur, who in 1912 sold Shea Butter, African Black Soap and homemade beauty preparations in Sierra Leone. I’m going to be putting them all to good use.