Tina Knowles Lawson is taking her voice to center stage.
The mother of Beyoncé and Solange Knowles stars in and narrates the new Shea Moisture range, posted on the hair care brand’s official Instagram page on Tuesday. In celebration of Women’s History Month, the video series highlights 11 change-makers who are creating their own blueprint and it teases the brand new Blueprint grant program.
Tina Knowles in a scene from Lawson Shea Moisture’s Blueprint Series.
Courtesy of Shea Moisture
In the series, Lawson can be seen prepping her hair in a vanity, in a black robe with fuzzy sleeves, with products scattered around her. “When it comes to beauty, it’s always been us,” her voice is heard in the background as the clip fades to solo shots of the female changemakers, including Hanifa founder Anifa M, fashion stylist Zarina Akers and Olamide Ayomikun Olowe, Chief. CEO of skin care brand Topicals. There is a single shot of Lawson wearing a black blazer with edgy detailing including delicate lace along her torso and arms. She paired the black suit with standout red lips.
“Remember your lineage,” Lawson can be heard saying as she touches a photo of her mother, Beyoncé’s grandmother Agnès Deron. The video comes to a close with Lawson rising from the vanity, seemingly for an opportunity. The all-women worked with styling duo Devin and Athena for the series.
“We are committed to celebrating the beauty and undeniable influence of Black women on all things beauty and culture and are thrilled to spotlight just a few of the many trailblazers who continue to light a fire in their respective industries. The launch of Shea Moisture’s Blueprint campaign serves as a reminder that black beauty is not only the driving force behind today’s culture, but always will be,” Tedra Michelle Jackson, Chief Marketing Officer, Shea Moisture, said in a statement.
According to the hair care brand, the Blueprint Grants program, which will be officially unveiled in late March, will include the women highlighted in the series. They will help select grant recipients who next light the flames and create new opportunities in beauty. Visit sheamoisture.com/theblueprint to learn more about select Trailblazers or to sign up to apply.
Shea Moisture continues to support female creatives and entrepreneurs. In July, the brand hosted a massive pop-up during the Essence Festival to reveal the winners of the Next Black Millionaire Fund. Winners received $100,000 in mentorship and funding, with the brand aiming to advance racial equity across industries.