Before you cast the Shea critics to the annals of Angry Black Womandom , understand that the company set themselves up for failure. Finding hair products for *highly textured hair was once a thing of struggle. Many Black/Brown women and girls can relate to combing through aisles and aisles of products that are not intended for them or marketed to them. Major retailers have historically catered to white women with loose or straight hair textures. Shea moisture saw a need, filled it and, positioned themselves as saviors in the Black Beauty Market.