Everyone knows there are two groups you NEVER want to piss off: 1) Black Twitter and 2) Natural Hair Twitter, but yesterday, Shea Moisture managed to do both by releasing an incredibly tone-deaf ad.

Even though Shea Moisture pulled the commercial, you can still find it in the depths of YouTube.

Shea Moisture, a Black-owned natural hair and beauty brand, has been trying to appeal to a more "mainstream" audience — and apparently that means having three women, including two white women, talk about learning to "love" their hair. Shea Moisture's original audience — Black women with natural, kinkier hair — aren't represented at all. 

Yes, Shea Moisture #AllLivesMatter-ed this ad. And Twitter's reactions were understandably ruthless.

And although Shea Moisture issued an apology, the damage was done. You can read their full statement on Instagram:

"Wow, okay-so guys, listen, we really f-ed 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. You guys know that we have always stood for inclusion in beauty and and have always fought for our community and given them credit for not just building our business but for shifting the beauty landscape."

Despite the apology, Twitter wasn't pleased.

And of course the queen of cultural appropriation, Rachel Dolezal, was mentioned.

Twitter stated that Shea Moisture was ignoring the plight of black women's natural hair, and started the #Allhairmatters hashtag.

Some even threw their Shea Moisture IN THE TRASH. This stuff isn't cheap, so you know it's a big deal.

It would be remiss of Twitter if they didn't mention Pepsi.

And this tweet says it all.

Hopefully other companies will take note of the public's reaction to Shea Moisture's ill-advised ad.

photo: Tumblr
Although Shea Moisture has apologized and promised to acknowledge their customers moving forward, simply removing the ad isn't enough. It's a short-term solution to a problem that can persist if they're not careful. Making a more inclusive and well-informed ad that acknowledges thicker and kinkier hair textures that aren't featured in popular media is a good start, and one that the public is ready to see.