Can We Forgive Shea Moisture?

By Chastany Beaver

I’ve been a loyal customer to Shea Moisture products for so long I can’t even remember when the relationship began. My hair would smell so good, and “act right” from using the leave in conditioners, creams, shampoos, and gels that it resulted into me convincing my boyfriend to use the branded products on his hair. I mean it was life. My holy grail! But after that commercial, I really felt like Shea Moisture can kiss my ass!

Social media  went bonkers after the Shea Moisture’s commercial was released! I logged into my Twitter account and saw content related to this:3


In an interview I saw on The Breakfast Club, CEO Richelieu Dennis addressed the controversy caused since the release of the dreaded commercial. In the interview, Dennis discussed how She Moisture created this campaign called “Everybody gets Love”. The idea was to produce a sense of love out of this “environment of hate”(racial discrimination) by creating a commercial that address the hair struggles of women. The problem that arises from this is that the company has built its success off the backs of women of color who have difficulties with their natural hair, yet the ad mainly represented women outside of the black community (whites).

The argument is thus developed; white women don’t have an equal hair struggle or problem with acceptance as those of women of color so why are they represented in the ad? Was the brand not intentionally founded off the natural hair movement of black women? The brand was something created to help natural hair (thick curly 4a, b, c textures) girls tame and control their hair, but the commercial was pretty much an insult to us. Just how is straight, colored hair a representation of “the brand that has been alongside the struggle of natural hair for the last 25 years?” It’s not!

Of course, an apology was given and the commercial was pulled. Dennis said, “It was incomplete and it was dropped out of context…the point is that, we’re a brand that have stood for this community, and we’re gonna continue to stand for this community, and gonna make mistakes, and when we make these mistakes we’re gonna own them.” Now the question is will women of color ever forgive this black owned company would poorly represented them?




Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism