When Sundial, the company behind Shea Moisture brand, released the latest in its #EverybodyGetsLove campaign, the black-owned beauty company made it clear that their new target audience is white.

There was one token black girl – a mixed woman – with long, curly hair. Her and two white women talked about “hair hate.”

How can a black beauty line tangle through the issues of hair hate without talking to black women about the impact European beauty standards have had on them? Black hair has long been treated by societal bias at large as unkempt, dirty and undesirable. Ciara and Alicia Keys wear braids and it’s called urban. Kylie and Kendall do it and it’s claimed the new, chic trend. I think it’s what drives the psychic impulse that has black women spending 80% more on beauty products than other women. Despite that buying power, beauty aisles have very limited haircare selections for black hair.

White women have options on options. So its surprising Sundial felt the need to expand their line. They didn’t put nearly this much effort into launching their Madam C.J. Walker collection last year. Then again, capitalism is capitalism and businesses are meant to grow. But if you built your brand on the scalps of black women, you don’t have to erase them to include white women. You don’t have to find the fairest, most racially ambiguous black girl to tokenize alongside them. Cater to us all, rather than participate in the long practice of erasing black women.

Not different from the Pepsi debacle, a hashtag protest led to immediate shutdown of the ad and a quick apology.

But if we have the power to shut down ads, shouldn’t we ask for more? It’s not enough to withdraw your money from one capitalist venture and switch to another or quiet down once the ad comes down.

Are we happy to support a black-owned company whose idea of inclusivity isn’t to do the smart thing and simply include white women, but instead it does the American thing and shoves black women aside? When black-owned companies make millions thanks to the support of black buyers, should we not expect them to buy black as well? Had Sundial used a black ad agency, this would have never happened.

And like I said, capitalists are going to be capitalists. But if you have the power to pull ads, why not demand community support. Sundial could be donating money or product to black shelters much like Pepsi should have donated money to #BlackLivesMatter instead of apologizing to Kendall Jenner for paying her a million to insult a civil rights movement. We can’t just smooth this over with a few tweets. We have to comb through the issues.