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Shea Moisture Excluded Black Girls With Kinky Hair In Their New Commercial And Everyone Noticed

This one won’t work for us. 

Shea Moisture released their new commercial today and received backlash from black women all over Twitter. The ad which lasts one minute features three hair types: a woman of color with loose curls, two redheads, and a woman with blond hair. The commercial is supposed to promote hair acceptance, but instead, black women are feeling left out of the conversation. Women with curlier textures have taken to Twitter to vent about the betrayal they feel from the brand that they’ve supported since its infancy.

The Black Beauty Youtube community, in particular, has featured the brand in many hair tutorials to explain twist outs or products that have contributed to their hair growth. Shea Moisture now has an audience of over 450k  on Instagram and 840,000 on Facebook. Many women are planning to ban buying products from the brand which isn’t the best news for the brand who has products that average $13.

Shea Moisture has since published a public apology saying that they really “f-ed this one up”. It’ll be interesting to see if they’ll recover from this one. Are you still going to use Shea Moisture?

Wow, okay – so guys, listen, we really f-ed this one up. Please know that our intention was not – and would never be – to disrespect our community, and as such, we are pulling this piece immediately because it does not represent what we intended to communicate. You guys know that we have always stood for inclusion in beauty and have always fought for our community and given them credit for not just building our business but for shifting the beauty landscape. So, the feedback we are seeing here brings to light a very important point. While this campaign included several different videos showing different ethnicities and hair types to demonstrate the breadth and depth 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. We are keenly aware of the journey that WOC face – and our work will continue to serve as the inspiration for work like the Perception Institute’s Good Hair Study/Implicit Association Test that suggests that a majority of people, regardless of race and gender, hold some bias towards women of color based on their textured or natural hair. So, you’re right. We are different – and we should know better. Thank you all, as always, for the honest and candid feedback. We hear you. We’re listening. We appreciate you. We count on you. And we’re always here for you. Thank you, #SheaFam, for being there for us, even when we make mistakes. Here’s to growing and building together…

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