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Sally Beauty is currently catching heat due to a now-deleted TikTok shared by the brand.
Sally Beauty reportedly took to TikTok recently to share a video which has now been deleted. In footage chronicled by The Shade Room, a young African American woman is seen promoting a product from the brand.
The product is called a Cold Vapor Styler flat-iron and seems to use vapor rather than heat to straighten hair.
“It transforms water into cold vapor for you to use to straighten or curl your hair, which equals less passes, which equals less damage,” she explains.
The woman then tells viewers that her hair is “really coarse,” explaining that she has textured, 4C hair. From there, she demonstrates using the product on her own strands.
By the end of the clip, the woman ends up praising Sally Beauty for getting it right with their innovation.
However, social media users did not agree and shared their criticism of the brand.
Instagram user @lisaleslie wrote, “Bye Sally’s!”
Some users even shared criticism of the woman.
Sally Beauty has yet to issue a public statement responding to the recent backlash. However, that isn’t stopping the brand from receiving continued backlash under their most recent post on Instagram. Ironically, the post highlights multiple Black beauty founders.
“Nah. We need a STATEMENT. AN OFFICIAL STATEMENT AS WELL AS A workshop training for all employees because clearly you all don’t have a DEI dept.”
“Never supporting Sally beauty another day, very disappointed”
“Nah go ahead and reply back to us black folk immediately 😭”
