From Miss Jamaica to Miss Shea Moisture, Jamaica’s Davina Bennett, is making news again.
Bennett, 22, the second runner-up in Miss Universe 2017, recently signed an endorsement deal with Shea- Moisture, one of the largest, black-owned businesses in the United States.
Face of brand
She will be the face of the brand’s new Jamaican Black Castor Oil line, which offers a strengthening conditioner that is formulated with Jamaican Black Castor Oil and certified organic Shea Butter to nourish and strengthen damaged, brittle hair, reducing the appearance of breakage and shedding.
November 26th when I was announced as Miss Universe 2nd runner-up, I stood in that corner and I cried! I cried because I was finding every reason for what I did wrong that made me feel like I lost once more. #ad I wasn’t thinking about history, nor what happened on that stage until my coach came to me and said, “Miss Jamaica, wipe your tears, because what you have done here tonight, no one as done it before and you are extraordinary!” I then realized what my participation represented for women and girls across the world that look just like me. I am proud to rock with my favorite hair brand, @SheaMoisture to continue redefining beauty for women and girls around the world! Now run to SheaMoisture.com and use DAVINA20 at checkout for 20% off site wide. #Davina?SheaMoisture #DavinaBennett #SheaMoisture
Davina “rocked her natural crown”
The Black-owned hair care company had praised Bennett during her Miss Universe run, tweeting that she “rocked her natural crown and won our hearts,” in reference to her lush Afro.
“I am proud to rock with my favorite hair brand, @SheaMoisture to continue redefining beauty for women and girls around the world,” Bennett posted on Instagram, which was viewed over 25,000 times.
Fans quickly reacted. “My goodie Jamaican queen, u had made history,” DJ Babba posted while MissDimplez1826 added: “Lovely!! You are a beautiful woman and you have inspired a lot of little girls all over because you look like them. All the best in your endeavors.”
Shea Moisture celebrated the deal with the beauty queen by offering its customers 20-percent off its product prices. The company is a personal care company which focuses on shampoo, conditioner and body wash.
Company founded in 1991
It was founded in Harlem in 1991 by Liberians Nyema Tubman and Richelieu Dennis, and his mother Mary Dennis, both of whom were part of the Liberian Diaspora to the United States.
The company was inspired by Dennis’ Sierra Leonean grandmother, Sofi Tucker, who sold shea butter at a village market in Bonthe, Sierra Leone in 1912.
Bennett was born in Clarendon and is pursuing a degree in marketing at the University of the West Indies. Upon acquiring her bachelor’s degree, she has said she would like to utilize her degree to leverage her marketing business as well as successfully brand herself as an entrepreneur.
Shea Moisture is the first endorsement deal Bennett has secured since her Nov. 2017 Miss Universe appearance generated global buzz.