In April 2016, the company launched the "#BreaktheWalls" campaign, which promoted more ethnic inclusion and empowerment.[6] The next year, the company released another commercial with the message "Break free from hair hate", featuring mostly white women and one racially ambiguous woman. The commercial generated controversy for barely featuring the brand's original customer base, which were black women with diverse hair textures, including kinky and curly. The company issued an apology, saying that they "really f-ed this one up".[6][7][8]