Shea Moisture is under fire for its latest campaign after viewers felt the brand was turning its back on its roots in the black community.
The ad opens with a black woman who says she was mocked for her natural curls. It later transitions to a blonde woman saying she didn’t “know what to do” with her hair and a redheaded woman complaining about dyeing her locks. The message was for people to “break free from hair hate.”
SheaMoisture is CANCELLED pic.twitter.com/T4Dru1JgAq
— NANA JIBRIL ??️? (@girlswithtoys) April 24, 2017
The company, which was founded by Richelieu Dennis, who came to the U.S. from Liberia, has always focused on women of color. Some felt Shea Moisture was excluding its core customer base with its latest ad.