Rich Dennis, the founder and CEO of Shea Moisture, spoke to the hosts of Power 105.1’s “The Breakfast Club” on Friday (Apr. 28) about the company’s trying week. The hair and beauty corporation came under fire for airing a commercial showing lighter-skinned women with seemingly manageable tresses, leaving an entire demographic of women who buy their products unrepresented.

Check out his interview with Breakfast Club below, where he tries to explain where they went wrong: