Sundial launches exclusive prestige brand at Sephora
AMITYVILLE, N.Y. -- Sundial Brands is going prestige with its first hair care brand launch at Sephora.
The four-collection, 25 SKU line called Madam C.J. Walker Beauty Culture launches exclusively in Sephora stores and on Sephora.com on March 4.
Madam C.J. Walker Beauty Culture's product solutions contain all new formulations 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 to help every woman feel confident to embark on the life she desires."
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. 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.
"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, VP 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."
The full 25 SKU Madam C.J. Walker Beauty Culture line includes:
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
Silkening Shampoo
Silkening Conditioner
Silkening Leave-in
Silkening Blow Out Crème
Shine & Hold Spray
Brassica Seed Oil
Curl Shampoo
Curl Conditioner
Curl Defining Milk
Curl Refresher Mist
Humidity Block Curl Gel
Flyaway Curl Control Serum
Coconut Oil
Wonderful Pre-Wash Protein Treatment
Wonderful Scalp Exfoliator
Wonderful Deep Conditioning Masque
"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."