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Sundial Brands Expands in Mass Market

July 16, 2013

Baby care hits CVS, Kroger and Stop & Shop.

Sundial Brands, producer of the natural skin and hair brand SheaMoisture, has expanded its SheaMoisture Baby Care Collection to more than 5,000 CVS stores, 1,500 Kroger stores and over 700 Stop & Shop/Giant retail outlets nationwide. According to the company, the bath and body products feature certified organic shea butter, frankincense, myrrh and argan oil.

The shea butter used in the products is ethically sourced through a special program created by SheaMoisture with women’s co-ops in Northern Ghana.

“We’re excited to make our natural baby care line readily available across the country to our highly engaged community,” says Richelieu Dennis, founder and CEO of Sundial Brands. “By expanding our in-store presence at these top-tier locations, we’re broadening access to high-quality, health and wellness-oriented skincare solutions for parents nationwide.”

SheaMoisture is the legacy of Dennis’ grandmother, Sofi, who sold her Shea butter creations in Sierra Leone to support her family in 1912. The brand is available at mass market retailers throughout the US including Target, Walgreens, CVS, Rite Aid and Duane Reade.

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