Sundial Brands Enters Prestige Hair Category with Historic Launch of Madam C.J. Walker Beauty Culture Exclusively at Sephora

– Iconic beauty brand’s all-new haircare collection elevates maintenance, styling & treatment

for all hair textures by fusing fair trade natural ingredients with performance innovation –

– Continues Madam C.J. Walker’s legacy of women’s and economic empowerment –

Greatness Begins with Confidence. POWERFUL. BEAUTIFUL. YOU.

Amityville, NY – (Feb. 23, 2016) Sundial Brands, a leading skincare and haircare manufacturer renowned for its innovative use of high-quality, culturally authentic natural ingredients, today announced the company’s first prestige haircare launch – Madam C.J. Walker Beauty Culture.
Building on the life, legacy and impact of the ground-breaking Madam C.J. Walker – visionary
entrepreneur, philanthropist and America’s first female self-made millionaire – the four-collection, 25 SKU line launches exclusively in Sephora stores and on on March 4, 2016.
Serving today’s woman according to her specific hair texture needs, Madam C.J. Walker Beauty Culture’s product solutions contain all new formulations created with the highest quality natural ingredients – including first-to-market dual oil encapsulations – and performance-driven innovation to inspire every woman to be unapologetic in the expression of her individual beauty – whether kinky, coily, curly, wavy, or straight/heat-styled. The treatment collection is designed for all hair types to help restore and maintain health.

“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,” said Richelieu Dennis, CEO of Sundial Brands. “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. In partnering with Sephora, this launch represents another step forward in our rich history and continues Madam C.J. Walkers’ legacy tohelp every woman feel confident to embark on the life she desires. 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.”

“Hair continues to be a critical focus area for us, and a key piece of our category strategy is ensuring that we have the most innovative and unique brands to support our clients’ hair concerns and needs,” said Priya Venkatesh, Vice President of Merchandising at Sephora. “The launch of Madam C.J. Walker Beauty Culture is a celebrated moment at Sephora. We are thrilled to be the exclusive retail partner for such an all-encompassing brand with a rich and powerful history in haircare and exciting vision for the future. Madam C.J. Walker and Sephora share a common goal, giving women the power and resources to express their individuality through beauty.”

“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,” said A’Lelia Bundles, great-great granddaughter of Madam C.J. Walker and official Madam C.J. Walker historian and biographer. “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 line consists of four collections that address the cleansing, treatment and styling needs of all hair textures. These include three styling collections formulated with six multi-tasking oils that help nourish, condition, detangle and seal in moisture – Brassica Seed & Shea Oils Collection (Smoothing/Style-Extending), Coconut & Moringa Oils Collection (Frizz Fighting/Humidity-Blocking) and Jamaican Black Castor & Murumuru Oils Collection (Curl-Defining/Moisture-Sealing) – and one treatment collection – Dream Come True Collection (Scalp & Strand Nourishing). The styling collections feature the lead oil as an individual SKU, with each antioxidant-packed, lightweight oil providing different benefits: Brassica Oil to smooth & silken, Coconut Oil to nourish & moisturize, and Jamaican Black Castor Oil to nourish & restore. Each can be used for treatment and conditioning boosts and refreshes in between full washes, as well as blended for more personalization according to hair needs.

The innovation behind the newly-launched collections ushers in two beauty breakthroughs, including two first-to-market encapsulations:

  1. 1. Dual Encapsulation Oil Technology – Our Dual Encapsulation Technology infuses hair with two natural oils – one reparative, the other, style-enhancing – delivering nourishment exactly where hair needs it most. These tiny microspheres infuse hair with targeted, time-released nutrients to rapidly boost conditioning benefits.
  2. 2. Natural Silicone Alternative – Brassica Seed Oil’s excellent antioxidant profile results in a natural shine, smoothness and silky softness without the potential for buildup.

The full 25 SKU Madam C.J. Walker Beauty Culture line includes:

  • Jamaican Black Castor & Murumuru Oils Collection:
    Pure Clarifying Shampoo w/ ACV
    Ultra-Moisturizing Conditioner
    Ultra-Moisturizing Co-Wash
    Ultra-Moisturizing Detangler
    Defining Butter Crème
    Twist, Lock & Seal Lotion
    Loosen & Stretch Gel
    Edge Control & Shape Paste
    Jamaican Black Castor Oil
  • Coconut & Moringa Oils Collection:
  • Curl Shampoo
  • Curl Conditioner
  • Curl Defining Milk
  • Curl Refresher Mist
  • Humidity Block Curl Gel
  • Flyaway Curl Control Serum
  • Coconut Oil
  • Brassica Seed & Shea Oils Collection:
    Silkening Shampoo
    Silkening Conditioner
    Silkening Leave-in
    Silkening Blow Out Crème
    Shine & Hold Spray
    Brassica Seed Oil
  • Dream Come True Collection:
    Wonderful Pre-Wash Protein Treatment
    Wonderful Scalp Exfoliator
    Wonderful Deep Conditioning Masque

Dennis continued, “As a family-owned-and-operated company, our ability to bring the Madam C.J. Walker brand to the forefront today has immense significance because of the instrumental role she played as a pioneer in the beauty industry, building a beauty culture rooted in personal and economic empowerment, education and entrepreneurship and showing how purpose and community can be at the center of a successful business. This is the foundation upon which my family and I have built Sundial Brands, and we recognize the tremendous honor and responsibility of carrying this work forward, including creating education platforms and economic opportunities such as an integrated direct-to-consumer model. We’re bringing back more than a brand – we are introducing a new beauty culture.”


About Sundial Brands:

Sundial Brands, a leading skincare and haircare manufacturer renowned for its innovative use of high-quality and culturally authentic natural ingredients, is the maker of Madam C.J. Walker, Nubian Heritage and SheaMoisture. A certified B Corp company with a Fair for Life social and fair trade certification, Sundial engages in ethical and cruelty-free business practices and manufactures its products at its state-of-the-art facilities in Long Island, NY. Through its Community Commerce purpose-driven business model, the company creates opportunities for sustainable social and economic empowerment throughout its supply chain and communities in the United States and Africa, focusing on entrepreneurship, women’s empowerment, education and wellness. In 2015, Sundial was named to the Inc. 5000 list of the fastest-growing private companies in the United States and received the WWD/Beauty Inc. award for “Corporate Social Responsibility Company of the Year.” Widely credited with introducing the “New General Market” inclusion concept to the beauty and retail industries, Sundial Brands founder and CEO Richelieu Dennis began the company in 1991 with his college roommate, Nyema Tubman, and mother, Mary Dennis.

About Madam C.J. Walker Beauty Culture:

Built on the legacy of Madam C.J. Walker – visionary entrepreneur, philanthropist and America’s first female self-made millionaire, Madam C.J. Walker Beauty Culture is a haircare brand manufactured by Sundial Brands, which assumed ownership and trademark from Madame C.J. Walker Enterprises in October 2013. The performance-driven line has been formulated with high-quality natural ingredients and a first-to-market dual encapsulation oil technology and includes cleansing, styling and treatment solutions for all hair types. Madam C.J. Walker knew what a confident woman could achieve, and Madam C.J. Walker Beauty Culture provides tools to celebrate every woman’s unique beauty and empower her aspirations. Greatness begins with confidence. Powerful. Beautiful. You. Available at Sephora &