Shea Moisture ad

The Shea Moisture company is apologizing again to their black consumers. The company irked black customers when they aired an ad featuring white women. This isn’t first time the company has been mired in controversy.

In 2015, Shea Moisture nearly incited a riot on social media when they used a Caucasian baby in a social media post.

Customers also accused the company of changing the formula of certain products to favor Caucasian and biracial hair.

In the new ad titled “Hair Hate”, a biracial woman is featured along with several Caucasian women.

Part 1: #Naturalhair product #SheaMoisture accused of white-washing in new commercial.

A post shared by NEW ACCOUNT (SPREAD THE WORD) (@thejasminebrand_) on


Some customers called out Shea Moisture for gradually phasing out products meant for black hair as more black consumers turned to hair weave extensions and lacefront wigs.

In the latest apology, issued on April 24, the company expressed disappointment in themselves for not doing a better job to retain their faithful black customers.

In a lengthy Facebook.com post, SheaMoisture wrote:

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.

But fed up customers apparently have had enough.

“Keep your apologies,” one user wrote. “You intended to cut out a major portion of your customer base, and now you’ll feel it.”

Another former customer wrote:

“Are you just apologizing for the ad or are you apologizing for changing your formula as well? I really hope that you gain that market that you were looking for because I know you have lost me and a big chunk of women like me who once supported you.”

And this consumer was skeptical of the apology and the editing process:

“This video made it through all kinds of editors and processes etc and not ONE person saw anything wrong with it ? Wow…Forget the video , perhaps you should look at whomever is making all the decisions. #herewegoagain”

Thanks to loyal reader dontgetblocked for the tip.




  • Malcom Flex

    Too late BW have begun the boycott you don’t slap the face of the one who raise and loved you.

  • zawnn

    Smh… just smdh

  • Queen of EVERYTHING

    First of all stop buying this chemical laden bullsh*t that they falsely label as “All Natural” and maybe some of these fro’s out here could prosper. Second, who buys from thee White man and think that the product was made with any amount of TLC to properly care for our hair, skin, etc? Shea Moisture has never gotten my coins and Lisa Price no longer does either after she decided to make a slave deal and sell Carol’s Daughter. Go on Pinterest folks and make your own hair flourishing products that actually are ALL NATURAL!

  • Mama Dee’s Wig Maker

    They can have this product…I stopped using it a long time ago. Shea Moisture was not good to my hair.

  • Evilpeoplearetheweakest

    Wait … This isn’t a black-owned company?

  • Mama Dee’s Wig Maker

    I use to love Carol’s Daughter scrubs. I stop buying when she started selling only 2 types of scrubs. There was a time she had many scrubs with different fragrances. But I noticed she was in financial trouble when she changed the scrub container from glass to plastic. After that happened, she sold her company.

  • Sexy CJ
  • Ni Ni

    So the outrage is due to shea moisture phasing out certain products, not the white models? I kept ignoring this on Twitter. the video wont play for me.

  • Michelle

    The commercial is just as s@@@@y as their products.

  • Ni Ni

    “Wow, okay – so guys, listen, we really f-ed this one up”
    They couldn’t issue an apology without cussing?

  • SingleGalCrazyWorld

    I stopped using them when they changed the ingredients on their hair masks. I use Briogeo now and finally got my curl pattern back….. Shea Moisture knew they were wrong. Is this some sort of a new trend in 2017? They tryna white wash commercials again now….

  • Ni Ni

    They trying to get them white coins. I ain’t mad at them for trying to expand.

  • http://sandrarose.com SandraRose

    It’s fixed now.

  • Jacquelyn Eff

    Sorry but I see it as a company trying to capture a wider audience? *kanye shrug

  • SingleGalCrazyWorld

    “White coins” I understand but that aint gonna help white hair its still gonna smell like dog … LOL

  • Mama Dee’s Wig Maker

    Lol

  • Ni Ni

    Thanks!

  • Queen of EVERYTHING

    Girl! Those containers got downgraded quick!

  • Ni Ni

    Go to the corner ma’am ?

  • BuddaPecan

    It was until about 2 years ago when it sold part of it to white investors

  • Queen of EVERYTHING

    They think they were speaking the Black native tongue ??

  • Mama Dee’s Wig Maker

    Too damn quick. I was so mad.

  • Cheese eggs

    Nope shea moisture. You PLANNED to ditch black women that represent all of your sales, in favor of a more “multicultural” client base. Your CEO, who is black by the way, stated this in a article a while ago. Stop playing. You got caught and now you’re going to pay the price

  • Queen of EVERYTHING

    ? Nah girl. It never was. Whites we’re always the silent investees. Kimberly-Clark Inc. to be specific. Found this out in my Fidelity Investments stock share holder package.

  • Thismessismessy

    Recall when folks went in on Carol’s Daughter for selling out and it was nowhere as big as this. Some stuff we choose to be big mad about is stupid. Not to mention these products started off in the white people beauty care aisle. Its STILL in the white people beauty aisle over at most Walgreens. I actually use a few products that are deemed white for my natural hair and this is how I know this issa fact. People. People. Find your local Boys and Girls Club and go volunteer. Big Brother Big Sister. Serve some meals to elderly folks. Something.

  • Taylordanes

    Bye Shea! Black women built your brand and supported you,.,..

    This is the second incident. The first was a model who called the company out on Twitter for having all white reps at a hair show that belittled her ….

  • Queen of EVERYTHING

    CEO of Sam’s Club is/used-to-be Black… That don’t mean shitt, we can’t keep falling for the hoodwink.

  • Malcom Flex

    WW got enough hair care products they don’t need shea moisture. They failed.

  • Vonn

    “We really f’d this up” is part of a professional apology? Pure trash.

  • Malcom Flex

    Nice catch there!

  • Queen of EVERYTHING

    Too worried about how many times “ni99er” is used in Huckleberry Finn and who Tyrese is marrying.

  • Taylordanes

    Wrong! These products started in the section for Black products… Black women have supported and made the brand what it is today…. You may see them in a white section in stores that do not cater to people of color….But hence the apology… because they knew they were wrong… It is our responsibility to call brands like this out.. we as blacks need to promote group economics, so if a company sells its brand….then we DO have a choice whether to support the new owners and formula ( that doesnt work as well)

    Also people can pick MANY battles… I feed the homeless, volunteer with kids and animals…. AND can be vocal about companies that sell out and DO NOT NURTURE our community

  • Soda

    And the “white” products are cheaper.

  • Taylordanes

    back handed apology,..

  • Queen of EVERYTHING

    Never meant to be an apology.

  • Taylordanes

    Thats fine… but why change your formula and abandon your audience who got you there?

  • Vonn

    That’s how they apologize to black folks

  • Thismessismessy

    Go to Amazon like I did yesterday and read the years old reviews of this product line. Most of the posts and pics of early use of some of these products date back to early 2010’s and are by white women. They been using these products. The apology is bc I see it as they see that they pissed black women off.

  • Ni Ni

    i didnt know that.

  • Tre

    They feel like all blk ppl talk like that

  • Thismessismessy

    If you take time to read the ingredients, you will see some of the same stuff.

  • Taylordanes

    LADIES MAKE YOUR OWN HAIR CREAM USING NATURAL INGREDIENTS……

  • Vonn

    Exactly. They will never see a dollar from me.

  • Pebbles Girard

    They have a haircare line specifically for people with blonde hair aka yt hair. I don’t see their advertising geared toward black women, and we have a lot who wear that color too. Why must we continue to feel that we must include them with everything involving us? Let’s not fool ourselves. Our hair definitely isn’t the same.

  • Taylordanes

    I know they have a white market… however I mentioned an incident that happened a few months ago about a model who was treated like shit at a trade show by their white reps.. I stopped using them years ago….I make my own hair care products…. but regardless, they marketed and gained notieriety to and from black women.. if they wanna switch it up now then black women should switch who they spend their coins with..

    same as BET.. (although I was never really a fan) I am good on the network …since they white owned..

  • SaltineCrackers

    I’m done with Shea Moisture and Nubian Heritage. They have changed their formulas to trash.

    When black people start their business it’s all about #SupportBlackBusinesses and #BuyBlack. As soon as they get an investor or they sell their companies its later for you Negros.

    I’m over supporting black businesses unless they’ve been around for a long time.

  • Taylordanes

    WE CANT HAVE NOTHING!!!!!!! White women will NEVER stay in their own lane!

  • Ryan

    What the hell did they think was gonna happen?? ? I would say that any publicity is good publicity but white customers avoid health products associated with black people like the plague.

  • Ni Ni

    Has anyone tried that new product, LivSo, i thinks the name of it? It was created by a spellman graduate and supposed to be good for eczema.

  • CookieMobster

    When companies that cater more towards whites start introducing products for other races I don’t think whites freak out like this. So they are trying to broaden there customer base??? I don’t see the big deal.

  • Thismessismessy

    BET has been white owned since its inception.

  • Taylordanes

    Please do not put this on all Black businesses…. there are latin and Asian businesses that sell out as well…. There are MANY black businesses that maintain their stance and to let a few mess it up for others is sad… White folks been treating you like crap and price gouging… and you still will support them…

    We need to stick together and calling out companies like this will make others think twice before selling out

  • MissHarlem

    I totally understand the outrage. I get it. I stopped using their stuff when I found something better for my hair. Having a broader audience has nothing to do with abandoning your base. Hell last I check they had the story of Sofi on the bottles talking bout back in my African village blah blah blah. When you finally get the attention it’s fck the African village lemme get these yts as the face on the commercial?! ?

  • Taylordanes

    thats because whites already HAVE everything… when a brand is catered and promoted to black people and successful because of black people there is an issue when they sell out

  • Nala Shakur

    Sigh..its definitely frustrating. I’m definitely not racist but im tired of white ppl always having to insert themselves into something originally intended for WOC. White women wanna wear tribal printed dresses and kinte cloths foh damn we can’t have shit for ourselves

  • Taylordanes

    please let me know if it works!!!!

  • Thismessismessy

    I get the outrage but its so much more to care about.

  • Taylordanes

    investors were different races….

  • Mama Dee’s Wig Maker

    Cool…Im looking it up now. Thanks.

  • Taylordanes

    Freeport, Illinois native Robert L. Johnson decided to launch his own cable television network. Johnson would soon acquire a loan for $15,000 and a $500,000 investment from media executive John Malone to start the network.[4] The network, which was named Black Entertainment Television, launched on January 25, 1980.[5] Initially broadcasting for two hours a week as a block of programming on Nickelodeon (it would not be until 1983 that BET became a full-fledged channel), the network’s lineup consisted of music videos and reruns of popular black sitcoms.[4

  • Nala Shakur

    I follow the curly haired biracial chick on youtube. Her tutorials are helpful. But when the stringy haired blonde started talking the eyeroll was in full effect lol

  • Thismessismessy

    Main investor, one Bob Johnson took out biggest loan from for start up capital is a man named John C. Malone. He white.

  • Mama Dee’s Wig Maker

    Taliah Waajid has pretty good products.

  • Taylordanes

    I just fonted that they were different races….however the main person was of color iin the beginning.. now completely taken over

  • Nala Shakur

    I want to natural hair model ..

  • MissHarlem

    Yes but we are capable of being upset at more than one thing at a time. Also we must call out everything that is looked as disrespect to get people to put some respeck on our names. Gotta start somewhere and I’m tired of any nonsense. Principalities ?

  • Thismessismessy

    So not white owned, but for sure built on white dollars and big time white ass name. John C. Malone STILL a big deal in telecommunications/cable programming 37 years later

  • SuperScooper1

    Companies can market to whomever they want, it’s when they try to excise their customer base by omitting them from marketing all together it’s a problem. Damn, at least Target or Old Navy will throw a person of color in an ad. Those Shea Moisture ads were totally whitewashed.

  • Pebbles Girard

    I joined a survey panel years ago who was researching Queen Helene cocoa butter. Long story short the man giving the survey explained how they were changing the marketing to see how they could basically get yt people to start using it cause it’s looked upon as an AA product. Many of them didn’t even know what cocoa butter was.

  • MissHarlem

    I just smh at that comment so hard. Lost as hell and don’t know it.

  • dontgetblocked

    Thanks Auntie for the shoutout. I was a big fan of Shea Moisture and I still like some body products. My eyebrow went up last year when they demanded to be moved from the ethnic section of the stores. Now, I live around yt but I need my ethnic hair supplies. I like to have the black section so there’s no mistakenly picking up the wrong product. Recently, I noticed a lot of white people using Shea Moisture body products which is great. Make that money. But why have an ad with white and mixed women when your hair products were created for black women? Too many white companies are making quality hair products directed toward black hair. I must admit I use one for my shampoo and conditioner. I felt guilty but now I don’t. Let the snow bunnies buy Shea Moisture. We’ll see how long that lasts.

  • SaltineCrackers

    Am I lying tho? I can not tell you how out of the way and what lengths I used to go to, to support black businesses. They all do the same thing when their businesses get a large infusion of capital. Again, it’s later for you Negros. It’s happened enough times in recent history for you to know.

    Don’t ask me to support your black business because I’m black and we need to “stick together”, but you won’t stick by me when your investor says to change things to “appeal to a wider audience”. How about we demand reciprocity for our hard earned dollars.

  • Educatednstaynpetty

    Companies stay insulting us. I hate the fact we aide in alot of successful companies, men etc. then they ditch us. Getting old been old. It’s a rinky dink apology! I have more money since I’m not spending in mom and pop any more not to mention my husband learning how to correctly plant and grow food. I don’t have natural hair I’m relaxed but when I do go natural nuts and berries for me. Sick of the man and his shenanigans.

  • SaltineCrackers

    And which Latin and Asian businesses have sold out? I’d really like to know.

  • http://citygirlzen.blogspot.com/ missarewa

    no words. talk about betraying your day 1 customers

  • hottlanta

    The first line of the apology is all wrong.

  • Thismessismessy

    I would feel more pissed if I thought a white woman never used these products and NOW they tryna get their dollars and biz. Comes to find out they been using them. They want to finally put her in their ads. IDK. I do know, Imma keep on using my Shea Butter and Coconut Suave lol

  • Browneyes

    Is that the name of it?

  • Browneyes

    what were the better products?

  • Thismessismessy

    Are ya lost? Im crying

  • SaltineCrackers

    That’s the name of the Woman who owns the brand, but there a few different creams, gel, shampoos, and lotions in the line.

  • Taylordanes

    you can do the research yourself hun since you really like to know….. there are many chains that were started by Asians and Latin people that have sold out…

  • http://yeuphonic.com @yeuphonic

    In reality, black women (the most underserved in the beauty market) out-purchase all other races when it comes to products. That wider audience required that the literal afro-centric products remove the heavy oils and moisture. They could’ve done it with a different line.
    Edit: not endorsing pantene, just driving the point
    https://uploads.disquscdn.com/images/13a5a9344085b3418f3b8494d44a9408e2d3f20ac70a1bb51304d2217f47b66a.jpg

  • Taylordanes

    But you still will support Whitey who has created a system of systematic racism … beat , kidnapped, and raped your ancestors…and you will still give them your coins… sad..sorry you have been brainwashed by whitey……

  • Cheese eggs

    As I am is a has a really great line of products

  • Taylordanes

    ok and it was not his idea or initial intention…it was a black man who needed an investor..plenty of black folks have investors… dont mean they have to sell out and change their agenda.,,,,

  • dontgetblocked

    This is why I stopped using Carol’s Daughter’s watered down mess.

  • Taylordanes

    growing mine here and making my products…..!!!! GO GIRL

  • dontgetblocked

    On Youtube, they give all the mixed girls boxes and boxes of products.

  • Taylordanes

    THIS!!!!!!!

  • Cheese eggs

    Exactly. There are plenty of you tube videos on how to make your own butters…

  • Ni Ni

    Lmao, they sho did

  • Taylordanes

    child!!!!!!!!1

  • dontgetblocked

    Joico Moisture recovery treatment BALM not the regular conditioner will lay your hair out every time. At Marshall’s and TJ Maxx for $7.99 when you can find it. I keep a back supply.

  • Chauncey Brooks

    “Shea butter (frm the Vitellaria paradoxa) has many uses and may or may not be refined. In the West it is mostly used for cosmetics as emollient and sold in 99 cent stores (or at overpriced black flea market bbq’s) Throughout Africa it is used extensively for food, is a major source of dietary fat, and for medicinal purposes.”-Black people drink a Pepsi (get over it).

  • SugarFoot a.k.a Ty

    Wow, okay – so guys, listen, we really f-ed this one up. Please know that our intention was not – and would never be – to
    __________
    So this is how customers are addressed now? WTH?!?!

  • Coco

    Right! They can’t even address us professionally, they’ve got to use slang as if we’re friends, very condescending. And it shows how they treat their black consumers.

  • dontgetblocked

    I wasn’t going to say anything but the response was very unprofessional.

  • Chauncey Brooks

    The company should have never apologized. Blacks are perpetually aggrieved over nothing.

  • Ni Ni

    I can believe it.

  • Coco

    Right. It’s like BW can’t have an opinion on something that affects us directly because there are other issues out there, wtf??? We can multi task.

  • http://ivyleaguelove.tumblr.com/ Applebootay

    Yes, they should pull the ad. WE black women with natural hair made that product successful and them being the greedy whoremongers they are, are trying to cross over and got it all F@$ked up.

  • Queen of EVERYTHING

    They don’t hear you tho

  • Queen of EVERYTHING

    They don’t hear you tho

  • SaltineCrackers

    Oh God. Listen first of all if you make a specific argument you should at least be able to have at least one reference (since you brought it up).

    Secondly I started off my comment talking about black businesses not white businesses. This a post about a former black business. I already stated that I was and still am a supporter of black business.

    I will say again. IF a black business markets themselves as a black businesses to black people with the message of supporting one another than they should also in return support the black men and women who built them up. It’s not that complicated or unreasonable of a request.

  • SaltineCrackers

    Oh God. Listen first of all if you make a specific argument you should at least be able to have at least one reference (since you brought it up).

    Secondly I started off my comment talking about black businesses not white businesses. This a post about a former black business. I already stated that I was and still am a supporter of black business.

    I will say again. IF a black business markets themselves as a black businesses to black people with the message of supporting one another than they should also in return support the black men and women who built them up. It’s not that complicated or unreasonable of a request.

  • Coco

    they could have easily made products for WW without changing the ones for us. They’re losing black clients and WW won’t leave panthene, treseme, L’Oréal, etc… for shea moisture. Recipe for disaster.

  • Coco

    they could have easily made products for WW without changing the ones for us. They’re losing black clients and WW won’t leave panthene, treseme, L’Oréal, etc… for shea moisture. Recipe for disaster.

  • dontgetblocked

    If you’re looking for a good company that gives back to the community, try http://alaffia.com/. They’re an African company that makes all natural products and they support the mothers and children in their community with jobs and education. I love their liquid black soap. I feel like my money goes toward a good cause and the products are fabulous. For my hair, I use natural oils and Joico moisture recovery shampoo and treatment balm. These are the best products I’ve ever used on my coarse hair and I get them on sale at Marshall’s and TJ Maxx for $7.99. I think Joico is a white company but their products are the best. I also buy As I Am coconut coconut co-wash from Sally’s. All my products cost less than ten bucks each and they do a better job than Shea Moisture.

  • dontgetblocked

    I use their coconut co-wash. It’s amazing.

  • SaltineCrackers

    Carol’s Daughter used to be amazing!

  • Taylordanes

    Right why not just make a separate formula for “other” hair types!

  • dontgetblocked

    What did Nubian Heritage do?

  • dontgetblocked

    What did Nubian Heritage do?

  • Coco

    Right. Yesterday they were calling BW racist and divisive for talking about this. they have 90% of hair products in stores, but we’re being b!tches for complaining abt the change in shea moisture.

  • Educatednstaynpetty

    I’m no psychiatrist but I can never, ever understand the mind of a self hater. I’m new to posting on here, but i have been reading for years one day I said let me reply to someone who was shamelessly putting down black women, in retrospect he/ she/or it probably was white.This stupid guy who’s perpetrating as black or very well could be a brainwashed low self-esteem negoe saying get over it they shouldn’t have apologized. Yea well you are correct in that regards given their measly apology. I’m also sick of this hate we have inside against or own. I oftentimes pray and ask is this how it’s supposed to be. It burns me up. Sorry off topic but I’m sick of the NONSENSE. Spew your hate towards the oppressor. Wake up! The end for now.

  • Taylordanes

    NO… this is what you said

    “When black people start their business it’s all about #SupportBlackBusinesses and #BuyBlack. As soon as they get an investor or they sell their companies its later for you Negros.

    I’m over supporting black businesses unless they’ve been around for a long time.”

    —–This doesnt sound like someone who still is a supporter…… t to stigmatize ALL black business is not fair…. which is why I brought up white businesses… no matter how you have been treated people still shop there..just like the beauty salons with Asian people beating and accusing them of theft… why shop there? Support black business… if the service is slow or they dont have as many products still support them and see if they grown and change for the better… folks still support others no matter how bad they have treated us and thats sad….

  • dontgetblocked

    Some white women with curly hair will use their products. But the heavy oils in their original products are too much for white hair. So they may have the conditioner around for a deep conditioner once a month or when they dye their hair but this is not the go-to everyday white girl conditioner.

  • ibedatchick

    we didnt turn to hair weaves and such…we are still rocking our natural kinks and curls….. they expanded because they sold a minority stake of their company to a white company….. shrugs…. trust other companies will cater to the naturalistas

  • hottlanta

    White women getting flowers as we speak.

  • Taylordanes

    and if we did turn to weaves it was because corporate America and the job force did not accept our afros and braids and locs…

  • Taylordanes

    the blog owner demeans black women and people for hits. this is a #clickandbait site….

  • Taylordanes

    I LOVED their black soap body wash!!!!!!!! Got it from marshalls!!!!

  • Educatednstaynpetty

    Yes I’ve seen this madness

  • MissHarlem

    Lol I know you are

  • SaltineCrackers

    They were bought by that company Mitt Romney is a part of(not sure if it’s his entirely). When they first sold people asked if they would change their formula and they said no everything would stay the same blah, blah, blah..

    But of course they ended up changing the formula at the end of last year and the new formula is terrible. It’s so watery now.

  • Taylordanes

    Slavery, Bucking, Systematic Racism, Police Beating and Killings, Profiling, Driving While Black, Hands Up Dont Shoot, Lynching, Higher Loan Interests rates and sentencings…… Chauncey if you don’t go somewhere…Black people have EVERY RIGHT to SPEAK LOUD AND BE HEARD!

  • Taylordanes

    NOPE!!!!!!!!!

    WE Black people will continue to speak out….. otherwise we would still be in a Jim Crow era…

  • MissHarlem

    Company has purple as their color and started from a black rn ?MC

  • NaeNay

    I ain’t buying it. They knew what they were doing.
    Their products aren’t even in the AA hair section at the drugstore. I gotta hunt for it among the mainstream brands, and I got bad eyes.

  • Michelle

    I do too. I can’t see sht so I walk right pass that MF. Right to the food section and grab raw honey for my edges and cocunut and avacado oil for my hair. F them

  • SaltineCrackers

    Yes, unless they’ve been around for a long time (i.e. Kizure, Dudley, Salon Choice) business that have been around long enough to show their true colors. There are still black businesses that exist that have been around for a long time.

    People usually continue to go back to places they were mistreated just because of consistency (not saying they should). It’s like you don’t go to Mc Donalds because the food is good, you go there because you know the Big Mac and fries are going to taste the same way they did the last time.

    We should demand the same level of excellence from our new business owners as we’ve had in the past. We come from a legacy of excellence and community. The new age black entrepreneur is just waiting to cash out (I’m only saying this because I’ve seen it too many times). I blame Bob Johnson for this movement, he’s the blueprint, he made it okay to ‘sell out”.

    Disclaimer: I am not talking about ALL black business.

  • Quitedeliteful

    Even if Black Women are rocking more weaves and wigs they still need to take care of their own hair underneath. Shea Moisture is going the way of Carol’s Daughter. I used to buy their products exclusively until they went mainstream…

  • https://twitter.com/Chicagowise Chicagowise

    Black people spend a ton of money on hair care products but whites spend even more, simply because there are more of them. There’s nothing wrong with trying to appeal to an even broader audience; just don’t alienate your current customers in the process.

  • 6ue$$imh8n

    Ever noticed how they are always using mixed woman to portray black women like really they are trying to fade out the black woman’s image and most of us are to damn stupid and color struck to see that. Every woman had their platform we as black women are so forgiving and welcoming other who don’t give a damn about us!!! Phuck Shea moisture make your own shit at home

  • dontgetblocked

    I have recommended Shea Moisture to black women to at least try. Now, I won’t. I guarantee that the white women who use their products is a very small population. White women have the best hair and beauty products in the world at their fingertips. Everything is created for the white women. Their dollars would never keep Shea Moisture afloat. Just walk through Ulta. It’s a white woman’s choice. Everything there is for her.

  • Thismessismessy

    Don’t matter what schedule they use them on. Fact remains they have been using the products. It’s not new

  • Thismessismessy

    I agree with this

  • LibraGirlonly

    You white?

  • dontgetblocked

    That’s why I see them in more stores now. I guess I’ll have to avoid them as well.

  • Rayne

    Totally agree. It truly seems like that.

  • dontgetblocked

    They use a few of their products when their hair is damaged or on their mixed children. I’ve been in the stores and helped the poor confused mother’s of mixed children. It matters how frequently they use the product. If the black demographic mainly uses Shea Moisture products…all of the products and a white woman uses the deep conditioner every once in a while when her hair is fried, who is fueling the business? The dollars of black females who are limited in their hair product selection whereas the white woman has the world to choose from and many of them have the money to pay for the best. And Shea Moisture is not the best. Too many white companies are slipping shea butter in their products as well.

  • Lorenzo Chaps

    They’re trying to segway into that real money. Being “black” is great til you starting missing out on those crossover dollars.

  • Jahnée Gill Mr.Eddie Murphy

    I’ve been a shea moistured and Nubian Heritage customer for almost a decade, not anymore. The owner put 4 WHITE women (see pic)in top positions in the company. Those same white women are responsible for that awful commercial. https://uploads.disquscdn.com/images/4303aadd0af7729b10e81f808d55a6562a39fd39ece1c95c050601264a1c6a50.jpg https://uploads.disquscdn.com/images/ba907f8422521f1bb574eb23195607ddfb6b4a5a71d890b7365e6fe59a48b93f.jpg

  • http://www.Samanthagwrites.com Samantha G.

    That was dumb but I see both sides sides. The natural hair market is over saturated and natural women are not about to be loyal to a company with products that’s not giving hair goals a good majority of the time. I’m natural have been for over 5 years and I can’t remember the last time I used Shea moisture they just don’t do it for me. So I can understand why they’d want to expand. Buutttt white girls ain’t spending money on hair products like they spend it on Starbucks so good luck with that one

  • Jahnée Gill Mr.Eddie Murphy

    The Arab/Indian that owns that company was blocking black women on Facebook. For asking if they’re black owned.

  • Jahnée Gill Mr.Eddie Murphy

    YES!

  • Wayup!

    IRKED HUNH..?…uh ok Sandra..?

  • NicoleZee

    I’m allergic to shea butter, but I am looking for new products to put on me and my baby’s hair. We both have extremely dry hair and the main product that I used to use (Optimum Oil Therapy) is now harder to find, but I can find it in some beauty supply stores if I choose to pay more. Does anyone know of an affordable great Black hair care product for very dry hair like a good oil moisturizer??? My hair is relaxed and my little boy has curly hair.

  • morenYAHdelsur

    ??

  • NicoleZee

    Raw honey works for edges??? My edges came out bad after my pregnancy and some of the rest of my hair did too. My edges finally grew back and I hope they don’t leave again! My bangs never fully grew back; I guess with age and hormones, they probably never will, so I don’t wear bangs anymore :(.

  • LibraGirlonly

    THEY don’t Take us seriously because we are always too forgiving. We need to hold them accountable for everything they mess up. Stop saying ohhh it’s ok I forgive you. No one cares about the original people , not even some of the original people.

  • LibraGirlonly

    Bonnie Bros coconut oil.

  • T Kenny

    i thought the products were FUBU but i suppose not… its peoples own decision who they choose to give their money to. i personally have stopped buying several items and dont go into a bunch of stores that i use to now that folks are showing their true colors…. and i feel great about it.

  • 6ue$$imh8n

    Exactly I make my own products home phuck carols daughters too. All that money for oils and ish you can get at trader joes and mix your damn self

  • hottlanta

    First black women, then they try white women. The next spokes model gonna be Leroy Cox where they get 2 for 2. A black man with a wig on. Now that will really be trying to phase the black woman out.

  • Blak

    In case you didn’t know, the VP of marketing, who makes all the decisions and approves these ads, is indeed a white woman with no previous experience in marketing to black women #CANCELLED

  • Mrs. (Asexual) Elmo

    Well, I won’t buy it again. ?

  • We Can Do This

    Nubian Heritage for now on.

  • Faux Gibbler

    I think Shea was trying to also market to white people. They should have it where a bunch of different Ethnicites such as, Italians, black, white, Hispanic all in one ad.
    I don’t think they met any harm but this was a PR disaster.

  • We Can Do This

    I guess this how they got into Target’s and Sally’s.

  • We Can Do This

    Black seed oil.

  • Shira Harding-James

    I see what they were trying to do here….open it up for all ethnicities, to include everyone. I’m not sure why they would want to include everyone when originally it’s a natural hair line for women of color

  • Curious George

    I think a lot of these companies think that black women will support their companies regardless of what they do. I sincerely hope that they do not. It is not deserved.

  • Shira Harding-James

    I believe that is the problem

  • Shira Harding-James

    Man I used to spend some money yesterday with carol’s daughter especially the free shipping coupons I used to receive

  • MsPam

    Some may not agree but sometimes we just want to complain. White/Asian folks don’t get mad when black women wear weaves (Only black men) Besides the company is not even a black owned company. I’m sure I will get attacked but ?? Y’all will be mad until something else comes up to complain about.

  • pure_rachet

    The black girl is named Sayria Jade and has a youtube channel dedicated to natural hair. I like her but never see her use Shea Moisture. Too bad for her she missed out on a paycheck. Oh well.

  • LibraGirlonly

    We should push back look around you. I can’t even turn on the television without seeing a commercial playing urban music to sell their products and at the same time we are being whited out of our own creations.

  • Still Stuck in 2016

    I maybe in the minority in this but what I don’t get is blacks want other races to be inclusive of us, however if we are inclusive of other racist we are everything but a child of God. To be progressive we can’t have it both ways. We always pick the wrong causes to make a fuss about and wonder why we aren’t taking serious. It’s like the boy who cried wolf. This is one ad, so what if they trying to get that crossover money. No one is messing with your coin telling you your not black enough. Come on

  • http://sandrarose.com SandraRose

    Thank you! ?

  • http://sandrarose.com SandraRose

    Wow. You’ve been coming here for years and you think this is a clickandbait blog?

  • http://sandrarose.com SandraRose

    “we didnt turn to hair weaves and such…”
    ————–

    I meant black women as a whole. 80% of black women wear weave.

  • http://sandrarose.com SandraRose

    “They still need to take care of their own hair underneath”
    ————

    That’s true. I didn’t think it about that way.

  • BrittBrat2005

    Even in Walmart, Targets etc. they have the biggest section with two to three rows.. And Here’s black products just in one little corner not even half row, when there’s tones black products out there..I total agree with you on that..

  • Enoughsaid2020

    Why are black women buying these product? There are plenty of black owned, hair care products available. SMH!

  • Jussjess25

    I really wanna know who chose the two red head white women?? Like seriously.. im asking for a friend ?

  • Jussjess25

    I agree but I cant lie I do own one product from their line, for natural hair. Im a cantu girl myself.

  • Jussjess25

    That could have been true had they been introducing another product for the white audience. But the products they showcased is for black natural hair. Not saying white people cant use it, but the product was not mad for their texture.

  • Jussjess25

    Yes and thats fine.. but make a product specifically for their hair then.

  • Jussjess25

    He problem which I think some balck peolple may not understand is. Shea is welcome to expand thier line to whites, however dont take whats ours” as in the product made for black hair, and use people who dont represent us to market it. In other those white girls wont use that product because it was not made for their hair. They apologized be ause they new they went about it the wrong way.

  • Concerned

    They aren’t really being inclusive if they are phasing out the black market. Changing quality of products and only advertising to whites whilst you know you got up off the backs of black women is not real inclusion.

  • Concerned

    Why must white people complain about black women wearing weaves? I’ve never seen a weave made from white ppl hair

  • Concerned

    Very true. You know black people are loyal to a fault

  • Concerned

    Have you been to Africa?

  • Concerned

    Actually white women mostly use the body products, not hair.

  • Disqus_year4016

    Yeh shea butter sucks, it does nothing for my hair.

  • Disqus_year4016

    Then make products for crossovers then.

  • Disqus_year4016

    There’s more white people? Hey maybe that’s a fact because black people kill each other and too busy procreating with non black people(especially black men) so May be it is true a broader audience may equal more pay.

  • Disqus_year4016

    Lol

  • bhavana

    Their response to their customers was very unprofessional. A reputable company would not say F*** up. I’ve never bought their products and never will.

  • chaisun

    There’s actually an epidemic of white on white crime that far exceeds “black people kill each other” and let’s not even talk about the heroin and meth overdoses that outnumber any “black on black” murders in “Chicago” or any black crime statistics. One day black people will realize that they’ve said we are 13% of the population since 1950, they’ve used false narratives and statistics that even black people spew which is ridiculous because those same people don’t acknowledge the issues within in our communities are exaggerated thanks to white supremacy. Who needs white people when black people can do it for them.

  • chaisun

    If there was no need for assimilation I’m sure that number would drop drastically. I’m sure we ALL have stories about our workplace, interviews, meetings, random run ins with white women and hair. I can sit here for days telling people about mine.

  • chaisun

    They are actually half owned by a white woman. He’s the face and she pops up every now and again to discuss her role, fair trade, Africa, etc.

  • JanusMaximus

    They have an excellent hair dye line

  • Queen B

    They shudve included all the ethnicities in one damn ad…its really not that hard Shea Moisture or are yall that damn stupid smh

  • Yoni7

    I FOUND a bottle of “Transitioning Milk” by them in my cabinet. Had to be something my daughter left there while home from school on a visit. She’s natural and I don’t know what I am yet. I just know I haven’t had a relaxer in a LONG time and I run a comb through my hair MAYBE once every week and a half.

  • Queen B

    Ok so i guess i need to buy a new product bc it wont b them again….any suggestions?! ? My hair texture is soft bc im natural but it can get dry sometimes

  • Yoni7

    White/Asian folks don’t get mad when black women wear weaves
    ____________________
    Why would they, when they are profiting off of OUR coin? I wouldn’t get mad either if I was running a business and making a profit. Would you?

  • Yoni7

    I’m curious to see one of those “other models” use that Transitioning Milk product of theirs on their hair and see what happens.

  • 19awesomegrl97

    im lost what the big deal about this product/commercial?

  • 2brefrank

    Say what you want about me but this kind of stuff does not bother me. I do not focus on the color of skin. Plus I see black folks use products geared towards Caucasian women all the time. Shea Moisture can extend their brand to everyone if they want to. I hate Social Media…people stay finding something to complain about and gather a group of people to bully others/companies. I’m annoyed by that and I’m unbothered by Shea Moisture i love their products.

  • 2brefrank

    I agree wholeheartedly!

  • millz

    I use garnier frutis on my naturally curly hair… the “black” products do nothing for me and are pricey

    https://uploads.disquscdn.com/images/1be26ffec95a3ee04d8c357368c30f7782b44e336925bf582c81281c3b8d983d.jpg

  • Nala Shakur

    We’re racist? But can only find ethnic haircare products in a dark isolated section in the beauty isle. They also make sure to keep the products at the very end of the isle…i wonder why..we really cannot have shit to ourselves. Smh and I love Shea Moisture i just bought the omega curl enhancement smoothie…the best ?

  • Nala Shakur

    How in the hell do they get on? I want in lol

  • ShWa

    Right, really should have had some black people in the video, lots of them as well as whoever else they are trying to target, always something……

  • Nala Shakur

    Do u use creme of nature? Their products r great n they have an entire line of curling custards and curling smoothies. Also another gem in my plethora of hair products lol

  • SayWhatNow?

    I’m not bother but I doubt that white women want to use those products. Every white woman I know hate greasy, creamy or oily products on their hair so…….good luck with that!

  • Tee Tee

    I have never purchased their products. I buy my “real” African Shea Butter from an African woman that lives near me.

  • Tee Tee

    Pure African Shea butter is what I use on my hair. It has always defined my natural curls and makes my hair so soft. You can get it scented also, I prefer the Mango Shea butter. My coworkers say I smell like cookies in the morning lol

  • hottlanta

    Who cares? What do you want a cookie. You are some of the racist people. You say you don’t see color but you do. you are a sneaky racist.

  • Coco

    They don’t care, everything gotta revolve around them.

  • LuLu

    Shea Moisture brand was built on the backs of black women with 3/4 hair. Now that they’re “expanding”, not only were those type of women not featured in the ad, the brand panders more toward women “without” color. Some say they have changed the formula to cater to straight type hair.

  • LuLu

    I wrote this in a review on their Facebook page. It’s like they said, “See? We still hood! We can relate to “y’all” too!” No, thank you!

  • SunRiseBlossom

    Well this sucks! Just when I thought I had found me and my daughter GOOD hair products!!!

  • Quitedeliteful

    I’ve been looking at her products. I think I’ll give them a try…

  • 2brefrank

    I’m with you. I’m not bothered by it either.

  • https://www.twitter.com/flyassblizzy Big Blizzy

    this was an obvious crossover attempt… don’t be so sensitive.

  • Mama Dee’s Wig Maker

    Yes!

  • Wile E. Coli

    racists didn’t like it.

  • Wile E. Coli

    Idiots. Let’s reverse the situation and demand that blacks not buy ANY products originally used by whites. Wouldn’t that be fun.

  • Queen B

    Lol ok what about shampoo/conditioner

  • Luvn_it

    More women these days are going the natural route so you got that completely backwards.

  • April Lee-Ann

    Some of y’all care too much!!!

  • Wayup!

    Real Rap …White women ABSOLUTELY NEED some type of oil in their straws nest flyaway they call hair…? But just Not OUR SH!T K…
    I SWEAR.. EVERYTHING WE DO THESE WHITE BIHS WANT TO DO..DAM
    We natural ..Now they claimng they wanna be “NATURAL” TOO..JEEZ

  • fRAktal Reality

    @Wile E Coli – I don’t use sunscreen or tanning products as an individual of dominant AfRAkan ancestry. However, I do understand why amalgamated individuals with visible recessive Caucasian dog/ape hybrid DNA traits would have to use those products.

    Race mixing produced physiological anomalies that require the use of products that were originally formulated for specific ethnic/racial aesthetics.

  • Wile E. Coli

    Dang.. I thought I had blocked you long ago. Racists are not part of my daily discourse.

  • 19awesomegrl97

    o i see

  • Chauncey Brooks

    Why. Africans come to the West daily (& they bring all there tribal shenanigans). No need.

  • Chauncey Brooks

    Ain’t we all….

  • Chauncey Brooks

    -Create you own company. White women consumers can buy whatever they want with their own money just like black women.

  • Chauncey Brooks

    Create your own company. The people that made the company are branching out. Just like all businesses around the world. Sorry but the black dollar is part of the general population (of the monetary system). Assimilate.

  • Chauncey Brooks

    Black Africans had a system of Jim Crow against other Black Africans. Long before the American version was a legal law.

  • Chauncey Brooks

    All you black people do is speak out. Ya’ll need to shut up for a change. All businesses branch out all around the world. Remember the bushmeat (or shea nut butter) sold in your ghetto is the reason why Capitalism is the greatest system the world has ever seen.

  • Chauncey Brooks

    -Bot account

  • Chauncey Brooks

    You dark?

  • fRAktal Reality

    @Wile E Coli – Block away, white man. It’s no skin off my nose that you cannot handle a non-combative, civil exchange with an AUTHENTIC Black woman.

  • Nala Shakur

    So then we should create our own n revolve it around us. Why can’t we? Lol I wish it was that easy

  • BettyBoop

    I was thinking the same thing. Better to apologize AFTER your subliminal message is already out there.

  • Yardgirl

    I have tried many many lines for natural hair and this one works for me. They made a business decision trying to cross over, it was handled poorly and it was a fail. I am still going to use their products because finding one that works is an expensive journey!!

  • Disqus_year4016

    Ok

  • SunRiseBlossom

    I agree! It works great for me and my daughter’s hair. We both do not get perms, and their products keeps our hair soft, manageable and healthy!

  • Taylordanes

    Your a troll and will be blocked ??

  • Chauncey Brooks

    Capitalism is the only reason you’re alive to be able to block (bye-bye)….

  • Chauncey Brooks

    Block away. It means nothing.

  • JustB

    Crazy chit is I bet not one white consumer paid their ad any attention let alone bought their product…me either at that

  • Concerned

    You’re speaking about stuff happening in Africa like you’ve been there. Even used the word “throughout”. Well let me tell you this….you’re wrong. Travel more sis!

  • Chauncey Brooks

    Definition of throughout
    1
    : all the way from one end to the other of : in or to every part of cities throughout the United States
    2
    : during the whole course or period of troubled her throughout her life

  • Chauncey Brooks

    opinions don’t bother me fig newton.

  • Concerned

    You initially said throughout Africa, now you’re saying throughout the US.

    The second definition doesn’t even make sense.

    Admit the error sis. You played yourself

  • Chauncey Brooks

    Definition came from Merriam Websters. Please look for the main vein, the world will be better off without you.

  • Concerned

    So basically you didn’t even read it yourself, you just copy n paste the first thing that comes up. How smart

  • Chauncey Brooks

    -Education

  • Yardgirl

    OK so don’t think I’m crazy coming back to this old thread but someone below recommended “Taliah Waajid” a line I had never heard of. I saw it in Sally’s Beauty, it was $8 and with my $5 coupon I thought why not. I bought the Detangler leave in conditioner and it made my hair soooo soft and not greasy. Since you too had good results with Shea Moisture you might like this one too.

  • SunRiseBlossom

    WOW… thank you so much for the heads up!!! I must try this… Good looking out!!! :)

  • Yardgirl

    Welcome girl! We have to look out for one another.

  • SunRiseBlossom

    THAT’S RIGHT!!! ;)