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Shea Moisture has become the latest brand forced to ax an ad due to, well, lack of common sense.

The company came under fire on Monday after releasing a spot showing a Black woman with natural hair followed by a group of White women discussing how they hated their own hair. Doesn’t quite make sense? Let us explain.

Folks on social media were perplexed by the ad, mainly because a high percentage of the company’s consumers were not represented. Many critics shared the same sentiment about the company’s attempt to go “mainstream” — it’s not because White women starred in the campaign, rather, the Black women who supported the brand from day one were completely negated.

Following the backlash, the company released a statement on Facebook apologizing for their lack of inclusivity.

“We really f-ed this one up,” the comment read. “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.”

The lengthy statement continued, “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.”

The comment read, “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.” 

The company, meanwhile, describes the start of the company as: “Sofi Tucker began selling shea nuts at the village market in Bonthe, Sierra Leone in 1912. By age 19, the widowed mother of four was selling her shea butter and African black soap all over the countryside.”

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