– Debuts at #10 as the only beauty and personal care manufacturer on the BE 100s list –
– CEO attributes success in part to company’s purpose-driven Community Commerce model –
AMITYVILLE, NY – Sundial Brands, leading skincare and haircare manufacturer renowned for its innovative use of high-quality, culturally authentic natural ingredients and maker of SheaMoisture, Nubian Heritage, Madam C.J. Walker Beauty Culture and nyakio™, today announced its debut on Black Enterprise Magazine’s BE 100s List as the 10th largest black-owned business in America. With a national reach of 35,000 major retailers, an increasing focus on its global strategy and a continual emphasis on new innovations, Sundial is also the only beauty and personal care manufacturer to make this year’s list.
Black Enterprise marks 45 years of listing America’s largest black companies with the publication’s 2017 issue of the BE 100s, universally recognized as the most authoritative analysis and annual ranking of the nation’s top grossing black-owned companies. The BE 100s ranks America’s largest black-owned companies, including automobile dealers, banks, asset managers, investment banks, and private equity firms. The 2017 Top 100 produced total revenues of $27.5 billion.
“This recognition by Black Enterprise is especially meaningful because it is further evidence that companies built with purpose at the center can do well in business while also making a significant positive impact in the world,” said Richelieu Dennis, founder and CEO of Sundial Brands. “Our purpose is ‘empowering people to live more beautiful lives,’ and we strive to do that each day through our Community Commerce business model, which develops communities through entrepreneurship, education and commerce.”
“We continually ask ourselves, our community, our suppliers and other partners, ‘How can we be fairer than fair trade?’ and ‘What is the next evolution and elevation of corporate social responsibility?’ “Dennis continued. “So, the challenge to every entrepreneur and every company is how to develop businesses now and for the future that provide the access and opportunity that allow people to create sustainable economic value for themselves, their families and their communities. This has been our work at Sundial alongside our community for 26 years, and it is the foundation upon which our legacy will always stand.”
With a foundation of family heritage and his own cultural experiences, Dennis leads the company’s vision to serve underserved consumers through efficacious products made with natural, certified organic and fair trade ingredients. As a result, he has become recognized in the market for research innovation because of continual testing and incorporation of culturally authentic and globally-sourced ingredients into product formulations. By focusing on diverse unmet skin care and hair care needs, Dennis has led Sundial from selling its products on the streets of New York City to selling in and co-creating a comprehensive portfolio of product offerings with America’s largest retailers across mass, prestige, drug, grocery, beauty supply, natural and other specialty channels.
“Our journey has been phenomenal, yet certainly not easy – and our most challenging days will likely lie ahead as we work towards continuing to achieve things that no black-owned company has done before, in a way that the market has not seen before,” said Dennis. “Still, despite increased competition as big beauty companies directly target us and court the women whom they have spent decades ignoring, we remain centered by one thing – the women we serve. They have always been our inspiration – whether in fighting for equality at retail when no one else did, changing the beauty industry by offering natural products for the needs of women of color or revolutionizing their shopping experience by advocating that they have access to all of their needs in one store. We are proud to have been at the forefront of change towards a more inclusive beauty industry, but our work is far from done.”
Under Dennis’ leadership, Sundial has been certified as a B Corp company and holds a Fair for Life social and fair trade certification. Additionally, in 2015 Sundial was named to the Inc. 5000 list of fastest-growing private companies in the United States and received the 2015 Corporate Social Responsibility of the Year Award from WWD/Beauty Inc, while Dennis was a recipient of the Lewis Institute Changemaker Award from Babson College for efforts in challenging the status quo, creating positive social change and making the world a better place.
In 2016, Dennis was named by OWN: Oprah Winfrey Network to the inaugural “SuperSoul 100” list celebrating a dynamic group of 100 trailblazers using their power to move the world forward and whose vision and life’s work are bringing a higher level of consciousness to the world around them and encouraging others to do the same. Also in 2016, WWD/Beauty Inc awarded SheaMoisture the Ad Campaign of the Year Award for its “Break the Walls” efforts, which Dennis led to challenge the beauty industry’s divisive constructs and standardized ideals, redefine the meaning of “normal” in beauty and advocate for the industry to reflect inclusive beauty where “everybody gets love.” Continuing these accolades, in 2017, Dennis was named to Fast Company’s Most Creative People list.