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See Why SheaMoisture Is Under Fire After New Ad Goes Really Wrong

The new campaign is flawed — in several ways.

SheaMoisture made news today with a new marketing approach — and the internet was quick to rightfully drag the company. 

Released last week, the new advertisement shows three white women and a biracial woman lauding the benefits of the brand's products. SheaMoisture, which has historically catered to POCs, now appears to be catering to white women for "financial gain" — even though POCs spend over 80 percent more on cosmetics, as astute Twitter user @foxyneela kindly pointed out. 

The comments are pretty lit on Facebook and Twitter, criticizing SheaMoisture for abandoning their core customer base. Yes, we know good hair is for everyone but that is why companies that cater specifically to Black women need to exist — because so many of the products out there do not. 

Others questioned the validity of the curly-haired subject's narrative.

Watch the ad in its entirety below:

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