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Sundial Launches Prestige Hair Care Line

Madam C.J. Walker Beauty Culture hits Sephora next month.

Sundial Brands, the Amityville, NY-based skin care and hair care manufacturer, has created Madam C.J. Walker Beauty Culture, a new prestige hair care line named for the entrepreneur and philanthropist who became one of America's first female self-made millionaires. The four-collection, 25 SKU line will launche exclusively in Sephora stores and on Sephora.com on March 4.
 
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 new formulations also feature first-to-market dual oil encapsulations, according to Sundial, which also produces Nubian Heritage and SheaMoisture brands.
 
“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.”
 
According to Dennis, 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.  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,” added Priya Venkatesh,  who is 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 hair care 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.”

Happi's April 2016 issue will take an indepth look at the multicultural hair and skin care sector.

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