Toria Sheffield
March 13, 2019 1:50 pm

Just when we think the beauty industry is making promising moves toward reflecting the diverse world around it, another person or brand makes a wildly insensitive comment. The most recent offender is Bellami Hair, which made an ignorant and callous comment about Jordyn Woods’ natural hair. For those who don’t know, Woods is Kylie Jenner’s (potentially former) best friend, and her name has been in the news these past few weeks due to some particularly unpleasant Khloé Kardashian/Tristan Thompson drama. And Bellami attempted to make light of the situation, with a completely off-base “joke.”

The hair extension brand posted a photo of Jordyn sporting a cute bob—without her usual hair extensions. The photo included the caption, “When Kylie Jenner stops paying for your lifestyle, including your hair extensions.” The brand then captioned the entire post with,

Hereforthetea2 / Instagram

The problem? Bellami is not-so-subtly suggesting that a black woman’s natural, extension-free hair is “bad hair.” Yes, in 2019. And many on social media were quick to clap back. According to Women’s Health, one commenter said,

Bellami has since apologized for the comment in a lengthy Instagram posted shared to their account on March 12th, writing, “We believe that all hair types are beautiful especially natural hair we did not want to hurt or offend anyone with our post but just intentions are not enough. Because of our emphasis on wigs and extensions the inclusion of ‘bad hair’ was a very poor choice of words and insensitive, we sincerely apologize, this is a subjective phrase and we never wanted to target or insult anyone who chooses not to wear our products.”

Bellame Hair / Instagram

Let’s hope Bellami—and all of the internet—learns from this moment.