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SheaMoisture defends itself against backlash over commercial (videos)

Source - screenshot, Shea Moisture ad

Source – screenshot, SheaMoisture ad

WASHINGTON – “News One Now” host and managing editor Roland Martin interviewed Richelieu Dennis, founder and CEO of Shea Moisture parent company Sundial Brands, on Wednesday, April 26 about the original intentention of the ad posted on SheaMoisture’s Facebook page which sparked a social media frenzy on Monday.

Dennis explained that the video, which depicts White women and a fair-skinned person of color, is one in a series of 24 videos that were planned to discuss the varying needs of hair types and the products that could solve that. Dennis maintains the need to expand the brand to reach a larger consumer pool stems from the increasing competition the company is facing from national brands seeking market share and shelf space in the ethnic hair care market.

“This is a very culturally important conversation and natural hair and Black women and hair is a very important expression of self. Anything that doesn’t show an understanding of that, I think would receive these types of responses,” said Dennis. “And for us, we’re not changing our formulas, we are not changing the consumer that we serve, even as we grow, but we are in a position that if we don’t grow, the things that people love about SheaMoisture … the millions of dollars that we invest in our community congress projects in Ghana, and the educational scholarships that we provide to folks here in America, would not be sustainable over time.”

Although the ads were approved, Dennis admitted that the sequence of distribution was missed.

“The series had been approved, but when it actually got cut up for the small snippet that goes onto social media, that was missed,” he said. “The way that it was executed… it’s very clear how this conversation would have to occur because what’s really happening is we as a community and Black women as a whole have moved this culture forward around hair. And what we’re really trying to not do is lose the momentum that we’ve gained and the accomplishments that we have around your being able to wear your hair they way that you want to wear it. We’ve been fighting that struggle with Black women for 25 years.”

SheaMoisture makes over 150 products for different hair types. Flip the e-page to check out the interview on the first video and watch the panel discussion on the second video:

Source: TV One / News One Now.

Source: TV One / News One Now.


  1. TheDOTKU on April 27, 2017 at 10:14 am

    I use their products as a currently blonde white person and always have… I use whatever works for my hair and the kind of texture style I am trying to get and honestly the curly hair section just has better products sometimes. If it’s like the last bottle on the shelf I might wait just incase someone really needs it more than me but otherwise I don’t see the big deal in anyone buying and using it. It seems like it would reinforce the brand so that it is never not available. Only thing that seems wrong I see in the ad is pushing this idea of hating ones natural hair when that is soooooo unecessary, I grew up with black friends and always wanted their hair because it can be sculpted in ways mine can’t. Have to ad that with white people it is always a thing that the straight haired females want curly hair and the curly haired females want straight hair so it’s not really even a skin color thing with this curly/straight envy business.

    • TheDOTKU on April 27, 2017 at 10:46 am

      Made me suddenly think of when I was in Iraq. No one wanted to go to the chow hall because it was always being mortared so everyone was really stocking up on those ‘Bowl Noodle’ instant ramen bowls, ordering cases, having family ship in cases, to the point they actually ran out and wrote to the Army and said “We are really happy you all like our product, but we can’t support the whole Iraq war” and they wouldn’t let us order cases direct to Iraq anymore. When it gets like that with the hair products, I promise, I will let you have those last bottles of SheaMoisture. 😉 <3

  2. CosmoBeauty on April 27, 2017 at 11:59 am

    Those products are horrible! They smell like sh!tty vanilla?. Real talk, let white folks have it because it smells horrible on black natural hair. By The Way, white folks don’t like moisture nor grease in their hair so I don’t understand why they would market to whites. They call me CosmoBeauty for a reason! Taliah Waajid products are the biz! Miss Jessie’s is a bit costly but they are the biz too! F&ck Shea Moisture??????!

    • Guest on April 28, 2017 at 9:40 am

      Raw natural shea butter mixed with a little raw unrefined coconut oil works much better anyway.

      • CosmoBeauty on April 29, 2017 at 1:20 pm

        Yep! I concur!??

  3. Mimi on April 27, 2017 at 4:10 pm

    I’m laughing out loud at the fact that no one on this panel is a black woman. Ha!

  4. virtue225 on May 14, 2017 at 1:06 pm

    I think their products have changed. When they first came out I used and loved Shea Moisture. Then one day I purchased the same line and the product itself was different and I stopped buying it cause I saw the “change” happening. It is what it is. I’m now making my own products that are all natural and I know exactly what’s in it lol!