The ethnic personal-care aisles have been getting growing attention -- and criticism -- in recent years for giving short shrift to the needs of customers. Now it's also getting attention from Droga5, which has won Sundial Brands' SheaMoisture account and today launches the brand's first national awareness campaign, which literally shakes up the beauty care aisle.

The first phase of the #BreakTheWalls effort includes a 60-second video, 30-second spot and behind-the-scenes footage with beauty vloggers asking, "Why is our beauty not reflected in the beauty aisle?"

"I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal, and separating 'beauty' from 'ethnic' has only served to further perpetuate narrow standards of what is considered beautiful in our industry and society," said Sundial founder and CEO Richelieu Dennis in a statement. He said he envisions a movement beyond selling beauty products to "change the social dialogue about how we're looking at beauty as a society."

Mr. Dennis and SheaMoisture aren't alone in trying to shake things up, and indeed may be in line for some additional competition in the business. Tristan Walker's Walker & Co., after launching the men's Bevel shaving brand in 2013, is preparing to launch a second brand, possibly aimed at women of color, later this year.

This story originally appeared on AdAge.com.