This is major news! Sundial Brands (the company behind SheaMoisture and Nubian Heritage) is launching a prestige haircare line, Madam C.J. Walker Beauty Culture, that will be available at Sephora on March 4th! This is a big deal considering that even though the options for natural hair and those with kinky/coily/curly textures have increased dramatically over the last 5-10 years, most of the products are not considered prestige. They are not the kind of products that are considered ‘luxurious’ enough to be found at a salon or a specialty retail store (although, I don’t know why??)
Anyway, this news makes me quite happy as it brings together the legacy of Madam C.J. Walker, who is the America’s first self-made millionaire, with the modern desire to have high-quality natural-based products for persons of colour.
(All information via PR):
Sundial Brands, a leading skincare and haircare manufacturer renowned for its innovative use of high-quality, culturally authentic natural ingredients, today announced the company’s first prestige haircare launch – Madam C.J. Walker Beauty Culture. Building on the life, legacy and impact of the ground-breaking Madam C.J. Walker – visionary entrepreneur, philanthropist and America’s first female self-made millionaire – the four-collection, 25 SKU line launches exclusively in Sephora stores and on Sephora.com on March 4, 2016.
Serving today’s woman according to her specific hair texture needs, Madam C.J. Walker Beauty Culture’s product solutions contain all new formulations created with the highest quality natural ingredients – including first-to-market dual oil encapsulations – and performance-driven innovation 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...to help every woman feel confident to embark on the life she desires. @mcjwbeauty Click To Tweet
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.”
“Greatness begins with confidence. Powerful. Beautiful. You.”Greatness begins with confidence. Powerful. Beautiful. You.@mcjwbeauty Click To Tweet
THE DETAILS – MADAM C.J. WALKER BEAUTY CULTURE
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 – Brassica Seed & Shea Oils Collection (Smoothing/Style-Extending), Coconut & Moringa Oils Collection (Frizz Fighting/Humidity-Blocking) and Jamaican Black Castor & Murumuru Oils Collection (Curl-Defining/Moisture-Sealing) – and one treatment collection – Dream Come True Collection (Scalp & Strand Nourishing). 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.
The innovation behind the newly-launched collections ushers in two beauty breakthroughs, including two first-to-market encapsulations:
- Dual Encapsulation Oil Technology – Our Dual Encapsulation Technology infuses hair with two natural oils – one reparative, the other, style-enhancing – delivering nourishment exactly where hair needs it most. These tiny microspheres infuse hair with targeted, time-released nutrients to rapidly boost conditioning benefits.
- Natural Silicone Alternative – Brassica Seed Oil’s excellent antioxidant profile results in a natural shine, smoothness and silky softness without the potential for buildup.
The full 25 SKU Madam C.J. Walker Beauty Culture line includes:
Jamaican Black Castor & Murumuru Oils Collection:
- 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
Brassica Seed & Shea Oils Collection:
- Silkening Shampoo
- Silkening Conditioner
- Silkening Leave-in
- Silkening Blow Out Crème
- Shine & Hold Spray
- Brassica Seed Oil
Coconut & Moringa Oils Collection:
- Curl Shampoo
- Curl Conditioner
- Curl Defining Milk
- Curl Refresher Mist
- Humidity Block Curl Gel
- Flyaway Curl Control Serum
- Coconut Oil
Dream Come True Collection:
- Wonderful Pre-Wash Protein Treatment
- Wonderful Scalp Exfoliator
- Wonderful Deep Conditioning Masque
AVAILABILITY: March 4, 2016, Sephora stores and sephora.com
For more information check out the following: