SheaMoisture UK has announced that as part of its global Community Commerce campaign, the beauty brand has launched the £50,000 #SheaHeroes campaign to support black British female keyworkers over the Christmas period.

To say thank you for their hard work, dedication to their communities and drive to keep us safe during the Covid-19 pandemic, the #SheaHeroes gifting campaign will give keyworkers the chance to win monetary prizes.

The campaign will welcome entries from four keyworker sectors: NHS and health workers, Blue Light workers, supermarket and delivery workers, and teachers or educators.

SheaMoisture will gift one winner from each category £10,000, with two secondary winners from each category receiving £1,250 each.

Female black keyworkers can visit @SheaMoistureUK on Instagram to share their stories of how they have supported their communities by going above and beyond throughout this year.

According to The Health Foundation, the percentage of staff employed by the NHS from BME backgrounds accounts for 52% of those who disclose their ethnicity. In London, workers from an ethnic minority group represent 54% of the food production, process, and sale sector (including all food retail and processing) and 48% of the health and social care sector.

Cara Sabin, CEO of SheaMoisture, says: “The keyworkers have been the vital heroes during the pandemic. They have put their safety at risk to ensure that all of us are safe. We thank each and every keyworker for their continued hard work. Their dedication throughout the pandemic has not gone unnoticed by SheaMoisture, and it gives us great pleasure to give back to these strong, amazing women, who we consider to be #SheaHeroes.”

This campaign comes after SheaMoisture pledged £40,000 to black female-owned UK hair salons in May 2020, supporting and guiding them throughout the pandemic with cash grants, mentoring and continued business support.