Sundial (owner of Shea Moisture and Nubian Heritage) is working with Madam C.J Walker’s great-great granddaughter (and official historian) A’Lelia Bundles on a four-part product line.
“Madam C.J. Walker Beauty Culture” will cater to all hair types with specific collections for curly, wavy, coily, or straight textures.
The line aims to do more than celebrate the first female self-made millionaire. Richelieu Dennis, CEO of Sundial Brands, 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.
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.”
A’Lelia Bundles spoke on the rich history as well in a press release saying,
“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.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.”
Madam C.J. Walker Beauty Culture launches exclusively at Sephora on March 4th.