Established 1912 Beautiful Shine & Hold Wavy, Curly Hair Color Safe Tested on our Family for Generations. Never on AnimalsFresh, Fruity and Floral. This non-alcohol styling gel keeps waves and curls defined and hydrated. Frizzy curls smooth out with this formula infused with straight-from-paradise Papaya, juicy Neroli, Elderflower and Fair Trade Shea Butter. Provides all day hold and beautiful shine, without the hard crunch or flakes. Leaves natural waves and curls looking gorgeous. Our Story. Shea Moisture is the legacy of Sofi Tucker, a pioneering mother of four and entrepreneur, who sold Shea Butter, African Black Soap and homemade beauty preparations in Sierra Leone in 1912. We honor her vision by continuing to formulate with Raw Shea Butter handcrafted by women in Africa. With every purchase you show support of our mission to reinvest back in our communities.