Sundial, the Black-owned company that produces brands like Nubian Heritage and SheaMoisture, is bringing Madam C.J. Walker’s vision back to life.
Dubbed Madam C.J. Walker Beauty Culture, the line will feature four collections serving women with kinky, coily, curly, wavy, or straight/heat-styled hair.
Richelieu Dennis, Sundial Brands CEO, breaks down the inspiration behind the line:
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.
The folks at Sundial worked with Madam C.J. Walker’s great-great-granddaughter A’Lelia Bundles, who also serves as Walker’s official historian and biographer, to ensure the new brand was in keeping with her vision.
“Madam C.J. Walker Beauty Culture is taking what Madam Walker envisioned more than 100 years ago to a fresh, new level with products and formulas I believe she might have imagined for the 21st century,” Bundles said. “In one of her last speeches, Madam Walker emphasized the importance of healthy hair – whether curly-kinky, straight, wavy, or in-between – each style beautiful in its own uniqueness. With this line, every woman can have healthier hair while also confidently expressing her beauty in the best way possible – hers.”
The new line will hit store shelves on March 4 and will be sold exclusively at Sephora, a move Dennis hopes will solidify Walker’s legacy as a beauty pioneer.
“There’s no reason why people shouldn’t think of Madam C.J. Walker the same way they think of Coco Chanel,” he explained. “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.”
Head over to the Sundial site to read more about the Madam C.J. Walker Beauty Culture line.