Sundial Brands, the black-owned company behind Shea Moisture and Nubian Heritage recently announced that their latest collection of products — Madam C.J. Walker Beauty Culture line. The company hopes to continue the legacy of the famed black woman entrepreneur with this new endeavour.
Sundial CEO Richelieu Dennis said in a statement,
Madam C.J. Walker was the first person to devise and scale a business model that addressed the haircare and beauty needs of women of color, while also challenging the myopic ideals of the beauty industry at that time. Today, Madam C.J. Walker Beauty Culture is poised to challenge those same ideals in the prestige category with our revolutionary new products and cutting edge formulations that provide women with any hair texture with a new standard of beauty – their own.
…It’s also a dream come true not just for us, but for the millions of women who have been touched by the legacy of Madam C.J. Walker and the millions more who will be inspired to reach their own levels of greatness by hearing her story. We aim to give this brand back to the world in the elevated, iconic manner deserving of a woman who defied the limitations of her time and accomplished what no American woman had done before – in haircare, beauty or business. That spirit of audacity, inspiration, empowerment and ingenuity still lives in women today and is reflected in every part of this brand.
Dennis also worked closely with Madam C.J. Walker’s great-great-granddaughter A’Lelia Bundles to ensure that the new line was in keeping with her grandmother’s vision. Bundles serves as the official historian and biographer for Walker.
The Madam C.J. Walker Beauty Culture line hits shelves on March 4, and will be sold exclusively at Sephora.
“There’s no reason why people shouldn’t think of Madam C.J. Walker the same way they think of Coco Chanel,” says Dennis. “It’s been all too easy to marginalize us over the decades, and it’s time for us to stand up and say ‘Hey, no, I won’t be marginalized,’ and this is what we did and we’re going to make sure everybody knows that — through all lenses.”