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Jordyn Woods returned to Instagram with new hair and a positive outlook after her publicised involvement in the Tristan Thompson cheating scandal.
She captioned the selfie: “If you are reading this…it means God has given you another day to wake up and be grateful and better than you were yesterday.”
Many of her followers commended her for being brave and moving on from the explosive negative drama that plagued her name for weeks.
READ MORE: Kylie Jenner says she will end friendship with Jordyn Woods in her own time
However, hair-care brand Bellami decided to post an insulting meme with Jordyn’s picture, poking fun at the fact that she’s not wearing hair extensions.
The meme read, “when Kylie Jenner stops paying for your lifestyle, including your hair extensions.” They captioned the insensitive post:"bad hair is just one betrayal away".
The company has since deleted the meme after widespread backlash, with social media users labeling them racist for implying that black women’s hair is “bad” somehow.
Many people pointed out how Bellami rarely ever posts pictures of black models on their Instagram account, and the one time they do, it’s mocking black women's natural hair.
“I guess the only time you post black women is when it’s time to insult them,” commented one woman.
@BellamiHair y’all are so wrong for this and racist
— Alexis Brown (@Ladi_Lexi) March 14, 2019
READ MORE: Black = dirty, white = clean?! Dove lands in hot water over another offensive ad.
They have nothing but white women on their page and the one time they post a woman of color they throwing nothing but shade! @BellamiHair https://t.co/VpJr4DAWOD
— Lovely Laina (@AlainasWorld) March 13, 2019
In a period when we are expecting beauty brands to step up their efforts to embrace and reflect the diverse women around them, the companies' Instagram post is disheartening.
The negative stereotypes run so deep that black girls in South Africa have even been experiencing discrimination in schools because of their hair.
Recently, the Gauteng Education Department officials had to investigate a case of a grade nine student at Hyde Park High who was facing detention because of her afro.
#HydeParkHighAfro A grade nine pupil at #HydePark High faces detention because a teacher said her natural hair was "distracting". pic.twitter.com/M1FPkKlgWT
— silindelo masikane (@Slindelo_M) March 11, 2019
Her teacher allegedly said her hair was “too distracting and attention-grabbing,” according to The Citizen.
Actress Florence Masebe even took to Twitter, calling for a national hair policy so that black young women will not have to be apologetic about their hair anymore.
In response to the backlash, the hair company specialising in wigs and extensions posted an apology on its Instagram page.
They acknowledged that their post was unacceptable and insensitive, promising their followers that going forward they will be mindful of what they post.
READ MORE: Are these racist and offensive designs just a ploy for luxury brands looking for more attention?
Have you ever experienced any kind of discrimination because of you hair? Chat to us here
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