Shea Moisture goes from #HairGoals to #BadHairDay with controversial ad

Shea Moisture is fighting backlash on social media after it launched a spot that opened with a black woman discussing the difficulties of dealing with her hair -It quickly transitioned to two white women.

The video then transitions to a blonde woman who explains that she didn't "know what to do" with her hair, followed by a redheaded woman complaining about dyeing her locks.

The statement continued, "While this campaign included several different videos showing different ethnicities and hair types to demonstrate the breadth of each individual's hair journey, we must absolutely ensure moving forward that our community is well-represented in each one so that the women who have led this movement never feel that their hair journey is minimized in any way".

Late Monday, Shea Moisture posted their full statement on Facebook and Twitter accounts, candidly admitting, "Wow, okay-so guys, listen, we really f-ed this one up".

"This was not our intent". "See how these women have finally learned to embrace hair LOVE".

Skin care company Shea Moisture delivered a mea culpa Monday after a new ad campaign sparked outrage on social media, NBC News reported. Honestly, I don't have a dog in this fight because I've never used its products to begin with (shea allergy), but on one hand, I totally understand where some women are coming from. We continue to service them. In a behind the scenes video for their #BreakTheWalls campaign, he shared his philosophy on the brand: "It's always been about including everyone, about celebrating everyone and celebrating everyone's differences".

And so in this personal quest to feel both accepted and handsome, we look for allies. I think that it is a mistake to abandon a brand that has served and continues to serve because of a Facebook post. "We need to make sure we spend the time engaging with that community, encouraging them, and letting them know that just because we're growing doesn't mean they're less fact, they become more important because they're the ones who have always advocated for us".

Dennis founded Sundial Brands in 1992 with his roommate and mother when he was unable to return to Liberia because of civil war.

The brand has been lauded for its use of natural, ethically sourced and certified organic ingredients, and Dennis once wrote that his company was more of "a mission with a business, rather than a business with a mission".

Not since Chris Rock's "Good Hair" documentary have Black people gotten it so wrong, so publicly, with Black hair. We do not believe that we should accept or adopt the thinking that has made it possible and easier for others to put any of us in a box. Not to mention, the subset of women who had been shelling out $11.99 and higher for Shea Moisture's Coconut & Hisbiscus Curl & Shine Conditioner and other hair concoctions specifically marketed for people with "Thick, Wavy & Curly Hair". After Bain bought into the company, Sundial was valued at about $700 million in 2016, according to Fast Company magazine.

But even with the new marketing, it seems as if the company is also excluding a certain hair type.

  • Salvatore Jensen