Courtesy of SheaMoisture By Larry Stansbury ·Updated March 9, 2026 Getting your Trinity Audio player ready…

For decades, the silk press has been more than a hair>SheaMoisture’s newest campaign, The Silk Press Conference. In it, an investigation, to uncover how it-girls are achieving the perfect silk press, is being led by none other than fashion’s ultimate Image Architect, and king of the silk press, Law Roach.

The answer arrives with the debut of Silk Press In A Bottle Prep Cream, a new styling innovation that expands SheaMoisture’s Bond Repair Collection and promises sleek results without sacrificing the integrity of textured hair.

To bring the concept to life, SheaMoisture also tapped four influential women: Clarke Peoples, Masai Russell, Serena Page, and Kirah Ominique. Whether navigating humidity during travel, powering through intense workouts, preparing for milestone moments, or simply showing up in everyday spaces, each woman demonstrates the durability and versatility of thesrc=”https://media.essence.com/vxcjywbwpa/uploads/2026/03/AAL-1317-2_RT.jpg” alt=”Law Roach Partners With SheaMoisture For Silk Press Campaign” width=”400″ height=”499″ />

In the video, Roach channels a heightened version of his famously discerning eye, interrogating the suspiciously perfect silk presses. “If I’m the King of the Silk Press as some people call me, I want to find out all the details about these girls who are coming for my spot,” says Roach. “As we all find out, the magic is coming from SheaMoisture’s new Silk Press in a Bottle.” 

At the center of the campaign, the Prep Cream was created to help achieve smooth, long-lasting silk pressalt=”™” class=”wp-smiley”/> Technology, the formula strengthens hair bonds while adding shine and manageability. It also delivers heat protection up to 410°F, shielding strands during styling while helping to fight humidity and frizz. “What’s really important is how the products help women get thedecoding=”async” src=”https://media.essence.com/vxcjywbwpa/uploads/2026/03/AAL-2105-2_RT.jpg” alt=”Law Roach Partners With SheaMoisture For Silk Press Campaign” width=”400″ height=”499″ />

Although Roach is known primarily for shaping some of fashion’s most memorable celebrity images, stepping into playful on-camera roles like this one is something he genuinely enjoys. “I do enjoy improv,” he says. “I’ve been blessed enough to do cameos in commercials like this, Alexis Bittar’s Instagram series, and Netflix’s Running Point. Even when I’m judging on shows like RuPaul’s Drag Race or Project Runway, those are my real opinions—I’m just adding a little dramatic flair.” 

Looking ahead, Roach says he’s especially excited about the upcoming season of Project Runway. “Supporting and giving advice to young designers is something I’ve done my entire career,” he says. “Being able to do it on television—and have a little fun while I’m doing it—is even better.”

TOPICS:  SheaMoisture silk press

The post Law Roach Partners With SheaMoisture For Silk Press Campaign appeared first on Essence.

Author: Akili King

Read the original article on Essence.