Wednesday, April 26, 2017

Buttering my popcorn and my candles as I watch the Shea Moisture denoument

Well, it finally happened. The final show of what was foreshadowed has revealed itself. Shea Moisture has opened wide its entire figurative mouth in order to firmly shove its foot deep therin.

You see, the reason this is in this column is because lookism is a thing, and the circles where colorism and lookism occur are just as relevant in magickal communities. It is a real thing when the hair atop the priestess's head is not contributing to her confidence. And before you come for me with the whole "the Gods do not care how we look" banner, you can pack it up and put it in your altar box. As a real human, I know it DOES matter how I feel about my appearance when I do rituals.

Source: Pixabay

The faith and hope placed by African American practitioners in their personal products are just as germane to ritual attire as any bracelet or robe. The company that many of us turned to as a part of our Black Pagan Liberation Theology cache of supplies is particularly poignant in its betrayal. Their marketing campaign has made it very clear that the very people who helped the original brand grow, before it was sold, have been made extraneous to their demographic.

I do not use their products on a regular basis. My hair is a hot conglomeration of curls and bad decisions. But my daughter's hair has benefited from it at least a couple of go rounds. Especially when we were going out in public and "people were looking" at us. It was important to be able to trust a product that I knew had been borne of a dream by folks who understood what an important role hair can play in our psyches.

So, I am watching this mess and shaking my head. Candles are burning but they are not reflecting light off any one's hair in this home that would have this product on its strands. Why? Because the gods don't like ugly, and neither do I.

No comments:

Post a Comment