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Some expectations have been shattered for people who advocate supporting Black-owned businesses after social media revealed certain brands aren’t wholly owned by Black people.

SheaMoisture was one of the first to start trending on Twitter when it was revealed that the personal care brand was no longer Black-owned.

The brand was initially started in Harlem in the early 1990s by Richelieu Dennis and Nyema Tubman, who are Black.

As part of the agreement, Unilever and Sundial are creating the New Voices Fund with an unprecedented initial investment of US$50 million to empower women of color entrepreneurs.

Another brand that hit people hard when they found out it wasn’t Black-owned was Carol’s Daughter.