SheaMoisture's Unforgettable Celebration of Black History Month and Amla Oil Launch

SheaMoisture sure knows how to throw a party, and this year’s celebration for Black History Month and the launch of their new Amla Oil Bond Repair collection was no exception. On February 20th, the iconic haircare brand hosted an all-day event that combined luxury, style, and meaningful connections, setting the stage for an unforgettable experience. The venue? The spectacular Hotel X in Toronto, where guests gathered to enjoy a stunning day on the 28th floor in The View space, which offers panoramic floor-to-ceiling windows. On this particular day, those windows provided a rare and beautiful treat: sunshine, which made the lake and city skyline sparkle in the background, creating an atmosphere of warmth and celebration.

The day kicked off with a lively and vibrant daytime gifting suite that drew everyone in right away. As attendees arrived, they were greeted by a variety of booths representing local Black-owned businesses, each one offering something special. Guests had the chance to explore products, learn more about these brands, and even chat directly with the founders, creating an opportunity for meaningful conversations and connections. From skincare to candles to unique stationery, the suite was a treasure trove of creativity and entrepreneurship. Notable vendors included Blair & Jack, a skincare brand with a focus on clean beauty; SoftLife Home & Apparel, which offers an amazing range of candles and aromatherapy products; Madeup Beauty, a makeup line that champions inclusivity and diversity; and M&K Creative Designs, a stationery and gifting company known for its thoughtful, custom designs. Guests also walked away with some of these brands' fabulous products, giving them a chance to take home a little piece of the event.

A standout moment of the gifting suite was the collaboration between SheaMoisture and FASHION, which created an elegant and vibrant portrait studio experience. The jewel-toned studio offered a perfect backdrop for guests to snap some high-end photos with professional photographer Robert Okine. Whether they were posing solo or with friends, attendees had a blast capturing moments in front of the stunning setup. 

But the fun didn’t stop there. As the day progressed, guests were treated to styling sessions by the talented professionals at JouJou Hair Studio. Those looking to freshen up their look or try something new had the perfect opportunity to do so, especially with the new Amla Oil Bond Repair collection. This collection is designed to provide a comprehensive hair care experience, featuring a shampoo, conditioner, bonding oil, and leave-in conditioner—all formulated to nourish and repair hair, leaving it looking healthier and shinier than ever before. Attendees were thrilled to be among the first to experience these products in action, with hair stylists at JouJou Hair Studio offering tips and techniques for getting the best results.

As evening descended, the energy in the room only increased. SheaMoisture knew how to keep the good times rolling with an incredible entertainment lineup. DJ Mars Forever took over the decks, spinning tracks that had everyone on their feet, dancing and enjoying the vibrant atmosphere. Meanwhile, videographer Anthony Adamo from North Mile Films captured every special moment, ensuring that the essence of the day was immortalized for all to remember. Event photographer George Pimentel, with the assistance of Tyler Da Silva, captured stunning images that documented the event’s lively spirit and stylish crowd. It was a night filled with music, laughter, and celebration, and the guests couldn’t have been more excited to be part of such a memorable occasion.

SheaMoisture’s Beauty That Bonds event was not just about introducing a new product—it was a full celebration of community, culture, and connection. It was a day that highlighted the power of Black-owned businesses and celebrated the bond between beauty and self-expression. Attendees walked away not only with new products to try but with new relationships and experiences that would last long after the event ended.

For a closer look at the day’s best moments, be sure to check out the gallery below, which showcases the highlights of the event, including the fabulous FASHION x SheaMoisture portrait studio. From the vibrant booths to the incredible styling sessions, this was an event that will surely be remembered for years to come.