What is it, day 47 of social distancing and self-quarantine/isolation? Whatever day it is for you, my hope is that you are staying home and taking the necessary precautions to prevent the spread of the virus; while taking care of yourselves and those around you. Stay safe, take time out for self-care, and most importantly, remember “this, too, shall pass.”
On a lighter note, let me jump into what I will be sharing with you today. As you may or may not know, I enjoy experimenting with new hair products and giving them a chance before completely writing them off. Having said that, when I come across a product that works for me, and on top of that, is affordable — believe me when I say, I am putting everyone and their mother on.
Now, I have been using the SheaMoisture: Manuka Honey & Mafura Oil Intensive Hydration Hair Masque for months now, and I think it is time for another product review.
About SheaMoisture
SheaMoisture started up as a family and black-owned (presently sold to Unilever). SheaMoisture is a natural haircare and skincare brand with a unique story. Sundial Brands founder and CEO, Richelieu Dennis, started the company in 1991 with his college roommate, Nyema Tubman, and mother, Mary Dennis.1
Richelieu’s Sierra Leonean grandmother, Sofi Tucker, started selling Shea Nuts at the village market in Bonthe, Sierra Leone in 1912. The widowed mRichelieu’s Sierra Leonean grandmother, Sofi Tucker, started selling Shea Nuts at the village market in Bonthe, Sierra Leone in 1912. The widowed mother of four then extended to selling Shea Butter, African Black Soap and her homemade hair and skin preparations, throughout the countryside.2 Inspired by his grandmother, SheaMoisture, established in 1912, is Sofi’s legacy which continues to live on.
SheaMoisture Cancelled?
Before you cancel me for featuring SheaMoisture on my platform, let me give those who have been in the dark on this controversy a rundown. But, before that, watch this clip below:
SheaMoisture’s Controversial Ad:
In April 2017, the company was under a lot of heat for their controversial commercial campaign ad, Break Free from Hair Hate. The intent of the campaign was to foster inclusion; unveiling the challenges different ethnicities with different hair types faced throughout their hair journey, and opting to accept, love, and embrace their hair. Although the intention behind the ad was meant to be positive, some women of color (WOC) did not perceive it as such.
The once African-American owned company, known to have a target audience made up of predominantly WOC, generated controversy due to their lack of hair representation in their ad. The advert which casted three white women with straight hair and one mixed-race woman with a loose curl type discussing hair hate, did not sit right with many WOC’s spirit.
Many voiced their disappointment on social media as they felt the brand minimized those with kinky or tight-coily textured hair and the journey they endured and continue to — with discrimination and prejudice solely based on their hair. As a result, many of the brand’s original customer base had boycotted — or in other words, cancelled the hair care line.
Since then, SheaMoisture has taken accountability for their action. They have issued a public apology and have removed the commercial ad.
My Thoughts:
As a WOC, SheaMoisture was one of the first companies that I was introduced to that focused on formulating natural hair products, for women with textured hair — like myself. The brand recognized there was a need for us to have access to natural hair products that catered to our specific hair needs, and provided us with that for many years.
Although I empathize with how many felt, I do not think the commercial ad was intentional. Call me delusional or naive to business tactics, but what did SheaMoisture gain from this other than a tainted image from their community who had a hand in shaping the brand to what it is today? In no way do I believe the SheaMoisture would deliberately disrespect their community who they have acknowledged for not only building their business but for shifting the beauty landscape.
From a business standpoint, I understand the approach taken – to move into a more inclusive direction to broaden their audience. However, the brand missed the mark with the ad and it backfired. Moreover, the ad was not well thought out and was poorly executed; erasing the brand’s DNA.
The brand quickly recognized the damages that they had done not only to the brand but to their community, and immediately released an apology and ‘rectified’ the issue by removing the ad. Even so, many have boycotted the brand which brings me to my next point.
As I see it, there is a fine line between why we as WOC supported SheaMoisture to begin with, and it is different for each individual. Therefore, it is unfair to call out someone for their continued support of a brand that the culture has cancelled.
Shea Moisture: Manuka Honey & Mafura Oil Intensive Hydration Hair Masque $13.96 (CAD) | 325 ml
w/ Fig & Baobab Oil
First of all, I swear by this product — it is everything! I have been using Manuka Honey & Mafura Oil Intensive Hydration Hair Masque for over three months now and it has done wonders for my hair. Now, without further ado, let us delve right into this product review, so I can provide you with the details on everything you need to know about this product.
Purpose
The Manuka Honey & Mafura Oil Intensive Hydration Hair Masque serves as a deep conditioning treatment which is designed to soften — infusing the hair with moisture, smooth and fortify — for stronger, healthier and frizz-free hair. It is advertised that the masque is useful for hair types: 4A, 4B, and 4C; and contains no sulfates, parabens, phthalates, paraffin, mineral Oil, petrolatum and uses no animal testing.
Appearance/Consistency/Smell
The Manuka Honey & Mafura Oil Intensive Hydration Hair Masque is visibly white with a thick consistency; however, it spreads easily. The masque has a pungent earthy scent.
Benefits
This masque is loaded with ingredients that infuse essential nutrients to the hair. Throughout my hair journey, dry and brittle hair was a barrier I faced; therefore, when seeking products, I always gravitated toward products that restored and hydrated my hair. Hair moisture will not be compromised!
The product claims to hydrate and replenish EXTRA DRY hair. It emphasizes three rich ingredients: Manuka Honey, Mafura Oil, and Fig. They all work together to benefit the hair for intensive hydration. Let’s discuss the hair benefits of each ingredient, shall we?
Manuka Honey:
Acts as a humectant – which draws moisture from surrounding air to the hair; increasing moisture content.
- Contains vitamins, minerals, amino acids, and antioxidants
- Improves scalp health
- Promotes hair growth
- Strengthens hair follicles and hair strands
- Increases hair shine
- Hydrates and restores
Mafura Oil:
Serves as a conditioner and moisturizer – which soften and promotes healthy hair.
- Restores and strengthens dry, brittle and damaged hair
- Boosts the condition of the scalp
- Hydrates and moisturizes
Fig:
Acts as an antioxidant (Vitamin C) – which protects the hair.
- Promotes hair growth
- Moisturizes and strengthens hair
- Keeps hair looking vibrant
- Prevents hair frizz
Application
The hair masque can be applied as either a rinse-out conditioner or deep conditioning treatment. Essentially, the difference between the two is the length of time the product is left on the hair.
The product instructs the user to apply a generous amount of the masque to cleaned, sectioned hair; using a wide tooth comb to distribute evenly from root to ends. After that, leave the masque in for 5 minutes (if applied as rinse-out) prior to rinsing; otherwise, for the intent of a deep conditioning treatment, leave it in for up to 30 minutes, cover the hair with a plastic cap and apply moderate heat for maximum hydration. Note: when using a steamer, do not cover the hair.
Five (5) Tips for a Manageable Application Process
I would like to share five tips that I have incorporated during the application process that have made the experience manageable.
1. Wear Latex Gloves
Call me bougie but wearing gloves protects my hands from shriveling up, especially since it is being exposed to water. Gloves protect the nails and prevent the nails from snagging onto the hair; allowing the product to glide with ease, coating and smoothing the hair strands.
Wearing gloves to apply a deep conditioner almost creates an illusion of applying a perm to the hair. If you have ever gotten a perm before, you know exactly what I am talking about – the feel good before the burn.
2. Section Hair
Self-explanatory. However, doing so prevents the hair from getting tangled and makes the application process a lot easier.
3. Finger Detangle
The hair masque usage instructions states, ”use a wide tooth-comb to distribute evenly from root to ends“. But I say, NO. First, finger detangle and then go in with a wide tooth-comb, if needed. Finger detangling is a better option because it is more gentle on the hair, easily removes shed hair, and reduces tension and breakage (especially when dealing with those stubborn knots and tangles).
4. Comb *Optional*
As stated in tip #3, only go in with a comb if you absolutely have to. In addition to that, do not use a wide-tooth comb to comb from the root to ends. All my natural women and men know we always start from the bottom and work our way to the top (ends to root) — a life gem you didn’t know you needed.
5. Twist
Lastly, twist your hair as you go. Doing so after sectioning, applying product and detangling, prevents further tangles and knots, and stretches the hair while keeping it uniformed. It also allows for optimal penetration while under a plastic cap and/or a heating cap.
FinalThoughts
In essence, the Manuka Honey & Mafura Oil Intensive Hydration Hair Masque is exceptional. The masque has significantly improved the quality and health of my hair; increased moisture and hydration, softened and strengthened it.
In my opinion, the hair masque is suitable for all hair types: it depends on the length of time the product is left on and how often it is being applied. As for me, I generally exceed the instructed time or leave it on overnight.
Overall, I highly recommend the hair masque. It is definitely a luxurious product, and it is affordable too!
InThe Comment Below..
Let me know if you have tried the Manuka Honey & Mafura Oil Intensive Hydration Hair Masque, and what was the outcome for you? Or what SheaMoisture product(s) are you currently using?
Is it fine with wavy hair
Hey Annabel! The hair masque is suitable for all hair types — it’s worth giving it a try, and let me know what you think 🙂
Hi I have mature locs and have been using the Shea Moisture Jamaican Black Castor Oil shampoo forever, but I wanted to change things up a bit. I have colour treated hair and it can become dry, so I opted for Shea Moisture’s Manuka Honey & Mafura Oil shampoo. I have yet to use it, as I notice several ingredients in it that have concerned me. I wash my hair every 5-6 weeks as I have protective styles mostly, and do not wear my hair loose. Am I right to feel a bit dubious?
Hi! Thank you for the comment! What are those several ingredients that have concerned you? What adverse effect do you think it will have on your hair? I personally love the Manuka Honey & Mafura Oil shampoo and have had no problems with it. I say give it a try, and if you don’t like maybe give Melanin Haircare’s African Black Soap Reviving Shampoo a try. It’s a great clarifying shampoo yet has moisturizing ingredients, so it can be used every other week or once a month. Let me know how it goes, best of luck!