Let’s start this post off by acknowledging that everyone is entitled to their own opinion. If you disagree with my views that is perfectly fine and feel free to share your views but if the comments begin to get hateful and negative they will be removed. I felt it was important to share my experience with Sundial products and let them know they still have my full support.
I’ve been a long time supporter of Sundial products including Shea Moisture and Nubian Heritage. I started using Nubian Heritage products in grade school when I began to suffer from acne breakouts and hyper-pigmentation. Before Nubian Heritage, I used many other facial systems to help treat my acne but none of them worked. Either they were too rough and burned the skin on my face causing me to develop skin sensitivity or they just didn’t work altogether. Nubian Heritage was my savior and introduced me to black soap, shea butter soap, and many other natural skin care ingredients. Because Nubian Heritage my skin improved dramatically and I’ve been rocking with them ever since.
I didn’t really start using Shea Moisture products until about 2-3 years ago. I started my natural hair journey in 2012 and originally I was not a fan of Shea Moisture’s hair products. As years progressed and they developed additional products within their line. I’ve been able to find and pair products from Shea Moisture with different brands to create the perfect regimen for my hair.
Recently Shea Moisture released a social media ad featuring two white women and one black woman with the focus on loving your hair and ridding hair hate. This ad has since sent the the internet into an uproar and many people have decided to no longer support Shea Moisture and the brands under the Sundial umbrella.
After watching the ad myself I do agree it could have incorporated more natural hair African American women since that has always been their core audience. But I honestly can say I’m not all that surprised or even upset about the ad. I feel Shea Moisture has been slowly heading in this direction for a while, trying to become more of universal house hold item that’s used by all demographics rather than a line of products specifically for African American women or women of color with kinky, curly and coily hair.
Since the Break The Walls campaign I feel Shea Moisture and Sundial has been making strides to become more like a Dove, Suave or Olay. Meaning they are attempting to compete for not only black dollars but white dollars as well. In no way am I saying it’s right to forget the demographic that got you where you are and who you were initially creating products for. But I believe the brand is at the point where they are ready to try and broaden their audience, and in order for them to broaden their base, they have to create products and advertise to those groups.
After doing additional research I learned that this ad was 1 of 24 ads featuring 24 different individuals of different races with different hair journeys. Yes, this single ad without context probably wasn’t the best idea, but I also believe we may have jumped the gun here. At the end of the day, Shea Moisture and Sundial do have to do a better job of ensuring the message is understood that they are NOT disowning their core supporters but rather adding to their base.
So with that, I will continue to support Shea Moisture and Sundial products because ultimately at the end of the day they’re still a black owned business. I don’t want to see a black business that has the potential to become a household staple for everyone get thrown down the drain from one ad. Yea they’re going to have to do better communicating intent and be sure they include EVERYONE if they’re headed down this road. When and if Shea moisture starts to stray away from including black women in their product lineup and advertising all together I’ll definitely be parting ways from the brand but until then I accept their apology and I’m perfectly fine with them creating products for women of other races and including them in their advertising.
If you would like to learn more about Shea Moisture and Sundial click here
If you would like to see Richelieu Dennis, CEO of Shea Moisture and Sundial products, response to controversial ad click here