Shea-Cations & Fenty Getaways: The New Standard for Brand Trips

Move over, Tripping with Tarte! Fenty and Shea Moisture have officially entered the brand trip chat…. and let’s just say they came to make a statement.

This past month, both brands hosted their first-ever international brand trips, with Shea Moisture whisking creators away on a Shea-cation in Jamaica, while Fenty took it back to its roots in Barbados. And let’s just say, some brands should absolutely be taking notes.

Earlier this year, we talked about the importance of brand authenticity and how today’s consumers want to feel connected to the brands they support. These trips? A perfect example of just that. In the past, we’ve seen brand trips that are all about over-the-top luxury. Sometimes to the point of feeling out of touch (*cough* Tarte’s Neckter Island trip happening in the midst of California wildfires cough).

Shea Moisture took full advantage of this getaway to promote their new Curl Stretch line, because what better way to showcase a haircare launch than with a sun-soaked vacation filled with beach and pool days.  Meanwhile, over in Barbados, the buzz was all about the release of the highly anticipated Fenty x PUMA Avanti sneakers and Cat Cleat jelly sandals. They even got to put the sneakers to the test by participating in a field day of different fun physical activities. And if you thought Rihanna wouldn’t make an appearance for the occasion, think again. She even took part and filmed content with the creators present. 

Beyond the aesthetics, what stood out most was the diversity and inclusivity of the invite list. Both brands brought together a wide range of creators, big and small, who not only got to experience a new destination but also had the opportunity to engage with the local culture in a meaningful way. From taking dance classes, visiting historical landmarks to shopping at local markets, you could tell these trips were thought out and well executed. This wasn’t just about posting picturesque content for the ‘gram; it was about fostering relationships, amplifying underrepresented voices, and creating a space where all attendees felt valued.

This is what modern brand trips should look like: authentic, culturally rich, and community-driven. Now the real question is… which brand is next? 👀

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Written by: Gabrielle Telemaque