Shea Moisture Offers Apology After Black Twitter Wreaked Havoc


Shea Moisture is one of the product lines I use. Matter of fact when I decided to go natural and embrace my #4C-D-E-F hair, this line was definitely a staple. It was disheartening today after watching their new AD about #HAIRHATE.

The theme of the commercial did reflect hair diversity. However black twitter felt as though the commercial did not really reflect #HAIRHATE and what black women endure of a daily basis. No tea ALL shade, real #HAIRHATE is when you might get kicked out of school for wearing a kinky afro, or being told that Locs aren’t for Corporate America.

Shea Moisture has since issued an apology!

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