NEW YORK — SheaMoisture has released the brand’s latest campaign for Father’s Day – A Father’s Lullaby. The pioneering beauty and personal care brand is partnering with rapper Taylor Bennett to unveil an original lullaby (written and sung by Emmy-nominated songwriter, Kareem James) and announce a digital campaign, content series and viral social challenge.

Taylor Bennett and son.

“I’m proud to team up with SheaMoisture Men for their latest campaign, A Father’s Lullaby,” says Bennett. “As a father, speaking power and legacy into my children and cultivating an individual bond with them is what’s most important and rewarding for me. The lullaby which SheaMoisture Men created with Kareem James embodies the intimate connection that we as men have with our children, and I hope that it brings listeners to a place of comfort and care.”

The original lullaby, titled “Light Inside of You”, features lyrics that use uplifting affirmations to deliver confirmation of power, protection, and love from father to child, providing an uplifting lullaby made by Black men for Black men that speaks directly to their experience of fatherhood. Here’s a link to listen to the lullaby on Spotify

Releasing alongside this lullaby series, SheaMoisture is sponsoring a content series with Black Love, Inc. titled ‘Father Noir’ – a visual memoir to celebrate Black fatherhood throughout the month of June. Tying together the sounds of fatherhood alongside this powerful visual memoir, the program, features prominent Black male role models, aiming to shift the negative narrative around Black fathers and strengthen their representation. Renowned photographer, Erik Umphery, and multi-award-winning producer, Tommy Oliver, have curated imagery and compelling conversation that takes audiences on a visual journey, documenting the process of creating lasting imprints of beautiful, iconic imagery. The content series be viewed here.

In tandem with the lullaby and campaign, SheaMoisture is offering a limited-time product gift set, available now at Walmart stores and on Walmart.com for $14.88. Utilizing its award-winning innovations and formulation expertise, the gift set features Raw Shea Butter & Mafura Oil Moisturizing Body Wash and Shampoo, and a custom Vanilla Bean & White Musk candle.