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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 owned by Unilever). It 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 his 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 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?
SheaMoisture’s Controversial Ad:
Before you cancel me for featuring SheaMoisture on my platform, let me give those who have been in the dark on this controversy a quick rundown. First, watch this clip below:
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 journeys, and opting to accept, love, and embrace their hair. Although the intention behind the ad was meant to be positive, many women of color (WOC) did not perceive it as such.
The formerly Black-owned company, known to have a target audience made up of predominantly WOC, generated backlash due to the lack of textured-hair representation. The advert, which cast three white women with straight hair and one mixed-race woman with a loose curl pattern discussing “hair hate,” did not sit right with many WOC.
Many voiced their disappointment on social media, feeling the brand minimized those with kinky or tight-coiled hair and the discrimination and prejudice they have endured—and continue to endure—solely based on their natural texture. 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 actions. They have issued a public apology and removed the commercial ad.
My Thoughts
As a WOC, SheaMoisture was one of the first companies I was introduced to that focused on formulating natural hair products specifically 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 they provided us with that for many years.
Although I empathize with how many felt, I do not think the commercial ad was maliciously intentional. Call me delusional or naive to business tactics, but what did SheaMoisture stand to gain from this other than a tainted image within the very community that had a hand in shaping the brand into what it is today? In no way do I believe SheaMoisture would deliberately disrespect the community who they have repeatedly acknowledged for not only building their business, but for shifting the beauty landscape.
From a business standpoint, I understand the approach taken—to move in a more inclusive direction to broaden their audience. However, the brand missed the mark with the ad and it backfired. Moreover, the campaign was not well thought out and was poorly executed, effectively erasing the brand’s DNA.
The brand quickly recognized the damage that they had done—not only to their image, but to their community—and immediately released an apology and rectified the issue by pulling the ad. Even so, many continued to boycott 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. Everyone has the right to decide which brands they feel comfortable supporting, and I completely respect that. As for me, when a product consistently delivers moisture for my hair, I’m going to share it with you. That said, let’s jump right into the review!
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. Here is everything you need to know about how it works.
Purpose
The Manuka Honey & Mafura Oil Intensive Hydration Hair Masque serves as a deep conditioning treatment which is designed to soften, smooth, and fortify by infusing the hair with moisture— leaving you with stronger, healthier and frizz-free strands. It is advertised for hair types: 4A, 4B, and 4C, and contains no sulfates, parabens, phthalates, paraffin, mineral oil, or petrolatum, with no animal testing.
Appearance/ Consistency/ Smell
The masque is visibly white with a thick consistency, yet it spreads easily through the hair. It 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 major barrier I faced; therefore, when seeking products, I always gravitated toward products that restored and hydrated my strands. 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—which all work together to deliver intensive hydration. Let’s discuss the hair benefits of each ingredient, shall we?
Manuka Honey:
Acts as a humectant, drawing moisture from the surrounding air into the hair to increase 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 natural conditioner and moisturizer, which softens and promotes healthy hair.
- Restores and strengthens dry, brittle, and damaged hair.
- Boosts the overall condition of the scalp.
- Hydrates and moisturizes.
Fig:
Acts as an antioxidant (rich in Vitamin C), which protects the hair.
- Promotes hair growth.
- Moisturizes and strengthens hair.
- Keeps hair looking vibrant.
- Prevents 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 clean, sectioned hair, using a wide-tooth comb to distribute it evenly from root to ends. After that, leave the masque in for 5 minutes if applied as rinse-out prior to rinsing. Otherwise, for 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 much more manageable.
1. Wear Latex Gloves
Call me bougie, but wearing gloves protects my hands from shriveling up—especially since they are constantly exposed to water on wash day. Gloves protect the nails and prevent them from snagging onto the hair, allowing the product to glide with ease, while coating and smoothing the hair strands.
Wearing gloves to apply a deep conditioner almost creates the 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 Your Hair
Self-explanatory! However, taking the time to section prevents the hair from getting tangled and makes the application process a lot easier.
3. Finger Detangle First
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 only if needed. Finger detangling is a much better option because it is gentler on the hair, easily removes shed hair and reduces tension and breakage—especially when dealing with 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 as You Go
Lastly, twist your hair as you finish each section. Doing so after sectioning, applying product and detangling prevents further tangles and knots while stretching the hair and keeping it uniform. It also allows for optimal penetration while sitting under a plastic cap and/or a heating cap.
Final Thoughts
In essence, the SheaMoisture Manuka Honey & Mafura Oil Intensive Hydration Hair Masque is exceptional. The masque has significantly improved the quality and health of my hair—increasing moisture and hydration while leaving my strands softer and stronger.
In my opinion, this hair masque is suitable for all hair types; it simply depends on how long the product is left on and how often it is applied. As for me, I generally exceed the instructed time or leave it on overnight.
Overall, I highly recommend this hair masque. It is definitely a luxurious product, and it is affordable too!
In The Comments 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!