Shea Moisture, a company founded by Richelieu Dennis, a Liberian immigrant, sells products predominately to women of color. However, their new ad campaign sparked a major backlash on social media Monday, April 24th, for the exclusion of its core customer base. The company pulled the ad campaign within hours and issued an apology. Us Weekly reports:

“The cosmetics company later apologized in a Facebook post Monday, April 24. “Wow, okay — so guys, listen, we really f–ked this one up. Please know that our intention was not — and would never be — to disrespect our community, and as such, we are pulling this piece immediately because it does not represent what we intended to communicate,” the statement said.”

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