Since 1991, Shea Moisture has been the go-to brand for black women's hair. However, the newest ad did not exactly receive a warm reception.
Featuring a black woman and two white women with different hair textures, the ad has the women embracing what's to be considered their natural hair.
While the black model reveals she has been bullied for her curls, the other women lament about their limp hair and red hair color respectively.
Critics point out that black women dealing with their hair texture is not similar to other women dealing with their hair color.
Studies have been conducted to show that African Americans, who wear styles such as dreads, cornrows or braids are viewed as less competent than those who wear weaves or have straight hair.
The outrage stems from the fact that Shea Moisture was founded by black women and for black women, yet the company seems to have missed the point.
"Wow — we really f—ed this one up!" a spokesperson from Shea Moisture has since posted on Twitter. "Please know that our intent was not, and would never be, to disrespect our community."
The company further owned up to the mistake by elaborating on Instagram:
"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."