1. One of the biggest challenges beauty brands have to face in today's market is the potential to get involved in the TikTok controversy. Occasionally, anger is justified. Other times, not so much. But sometimes there is a core of truth at the heart of the scandal.

This was the case for Dyson's latest Airstrait ad, which was pulled from the platform after it caused a backlash earlier this week. Of course, that hasn't stopped the creators from continuing to duet the brand's clips and chime about it.

The ad in question is a demonstration of short styling, in which women with 4c curls (the tightest and smallest curl type) try to show off the straightening ability of wet to dry tools. But after running down the runway the length of her hair in a slow and steady path, the model's hair looks almost unchanged.

Some creators say this is an example of a mixed record with Dyson's textured hair type. But what does the brand have to say about the social spots that have been removed since?

Continue reading for a play-by-play breakdown of all that has happened so far.

It really sums up to this: Dyson's suite of styling tools can technically be used on all hair types, but they felt that due to their disparity, many with type 3 and type 4 curls didn't care that the company would meet their needs.

"The lack of supervision Dyson Airstrait commercial had to demonstrate a product that wouldn't work with 4c hair on4c hair, and why diverse thinking matters in the beauty industry," said creator Sidney Dionne, "the ad is hilarious, but we appreciate it's not lying to us." Because anyone who has straightened their type 4 hair knows that Aircrait is a laughable concept.

Dionne added that she had "never" been able to straighten her hair with air alone. "They said y'all can buy the product, but it's not for you. They said literally go on and save that little 5 500 you were a match to spend. Not sure I see y'all complaining about this ad, but if they show that it's working, it feels like it's going to be a fake ad [sic].More than 21,000 TikTok users 'liked' her post.

Yes and No.

Airstrait is a wet-to-dry styling tool that uses a high-pressure flow of air instead of a heat plate to smooth dry or wet hair. For those with 4c curls, this may mean that Airstrait is only suitable for stretching curls. Because of its sleek and silky finish, those with type 4 hair are more likely to have better results with a true flat iron.

Dyson's Airstrait and Airwrap styling tools have attracted criticism online, respectively, mainly because they do not meet the needs of women with 3c and 4c hair types. Reviewers at Nordstrom and Sephora, and content creators at TikTok, point out that Dyson's air technology is not powerful enough to treat hair. Reddit users also convened in a thread dedicated to discuss their failed attempts to successfully use the tool. But none of these individual reviews have gone as viral as ad Dyson pulled earlier this week.

Dyson has already withdrawn its ads. In a statement provided to Marie Claire, the brand said: "Dyson is designed for all hair types and textures. Showing how our product works is our priority and for coily hair, above all, Dyson Airstrait is best used to stretching hair as a step in the haircare routine Because this social media clip was not demonstrating this effectively, so we took it down."