SheaMoisture has issued an apology. Read about it HERE.
I’m going to preface this post by stating that I have spent the last 10+ years stanning for SheaMoisture. I’ve been using their products back when the only place you could find these products were in Duane Reade stores in New York, followed by Walgreens, and then Target.
And truth? I probably won’t be joining the boycott. The SheaMoisture Raw Shea Butter Extra-Moisture Detangler is staple in my household and I ain’t finna stop using it no time soon. Also, I’ve worked with the brand on several paid sponsorships here on my blog and Youtube channel, because I legitimately buy the products, and love all of the work they do to give back to the community. I believe that they can and will do better. If they don’t I may change my tune, but for now I’m keeping hope alive.
All that being said, last year the brand launched their Break The Barriers campaign to highlight racial divides in beauty aisles. They started selling their products in the general hair care isle instead of “ethnic hair sections,” in a move to (I’m assuming) promote inclusivity. This short video sums it all up:
In 2015, the brand announced that they brought on an a minority, non-control investor in their company. Since then, we’ve seen the brand being sold in pretty much every major retailer and their advertising has reflected the change. It appears they are trying to to broaden their audience. Read the 2015 announcement from the owners here:
Fast forward to a few days ago, SheaMoisture released their latest advertising video, and let’s just say, folks are none too pleased. Watch it here:
or Here (in the event the original video is pulled):
Here are some of the comments:
I am not mad at SheaMoisture for doing things that will help take their brand to the next level. We all like money. What’s disappointing here is that in a move to include other races, they have excluded the very people who helped grow the brand from the gitty-up. Also, the women featured in this video, no doubt, have never lost a job or been severely discriminated against because of their hair, so ain’t nobody believing what they are trying to sell in this video.
The worst thing you can do, as a brand, is to have your consumers think that you think they are stupid. We are not stupid.
I’m holding out hope they they pull this video, issue an apology, and do better.
Share your thoughts below!