An Inside Look at SheaMoisture’s Beauty That Bonds Gifting Suite + Portrait Studio

FASHION teamed up with the iconic haircare brand to celebrate Black History Month in style.

FASHION x SheaMoisture

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An all-day party? Don’t mind if we do. To toast Black History Month and the launch of its brand new Amla Oil Bond Repair collection, SheaMoisture went all out with a full-day fête last week. On February 20th, the iconic haircare brand hosted its Beauty That Bonds event at Toronto’s Hotel X, decking out the hotel’s 28th floor The View space, featuring floor-to-ceiling windows (a real treat on last week’s surprise bright and sunny day) overlooking the lake and the city skyline.

Kicking off the festivities was a daytime gifting suite, where guests could browse different booths, learn about local Black-owned brands, chat with their founders, and walk away with fabulous products and merch. Vendors at the event included skincare company Blair & Jack, candle and aromatherapy brand SoftLife Home & Apparel, inclusive makeup brand Madeup Beauty and stationery and gifting company M&K Creative Designs.

FASHION teamed up with SheaMoisture on the event’s luxe, jewel-toned portrait studio, offering guests a chance to get their photo snapped by photographer Robert Okine. Next, gifting suite attendees were invited to partake in styling appointments courtesy of JouJou Hair Studio, using the new Amla Oil Bond Repair collection, which features a shampoo, conditioner, bonding oil and leave-in conditioner.

Later that evening, SheaMoisture kept the party going with music provided by DJ Mars Forever, videography by Anthony Adamo of North Mile Films and event photography by George Pimentel via Tyler Da Silva.

Check out the gallery below for more highlights of SheaMoisture’s Beauty That Bonds event, including the FASHION x SheaMoisture portrait studio.