Rolling Out

Shea Moisture fans outraged over ad featuring White baby


Fans of the burgeoning beauty line Shea Moisture are livid over the brand’s latest ad campaign. Best known for their line of moisture rich products including a Coconut & Hibiscus Curl Enhancing Smoothie, Olive Oil & Green Tea Body Butter and Black Soap, in the past, the company has mainly targeted the Black community. In their new campaign, however, they campaigned to the mainstream market, featuring a White child under the tagline “Uh … we have a problem, we ran out of Shea Moisture.”

Current customers weren’t feeling the move.

“I dont get it, why shea moisture including white folk in the customer demographics now,” wrote another Twitter user.

“@SheaMoisture: We have a problem… ” you ain’t run out of Shea Moisture, you ran out of Black chirren,” posted another.

“I hate that shea moisture went mainstream . 95% of hair products are made for non black women . Can we have something of our own?” added yet another disgruntled fan.

Several years ago, this writer had the pleasure of meeting the founder of Shea Moisture, Richelieu Dennis, who was simply passionate about making quality products and honoring the brains behind the legacy, his grandmother, Sofi Tucker. Shea Moisture was established in 1912 and has won several beauty awards from several magazines, including Allure, Natural Health, Prevention, Parents, Esquire, Life & Style, Essence, Ebony and more.

What do you think of Shea Moisture’s new ad campaign featuring a White child?

Notify of
Inline Feedbacks
View all comments
Join our Newsletter

Sign up for Rolling Out news straight to your inbox.

Read more about:
Also read
Rolling Out