History is being made once again in the name of beauty icon Madam C.J. Walker. More than one hundred years ago, she not only built an entire empire around hair, she also became America’s first self-made millionaire. Today, Sundial Brands – which owns brands like SheaMoisture and Nubian Heritage – has announced the launch of its first prestige haircare line, Madam C.J. Walker Beauty Culture, set for debut exclusively at Sephora.
Inspired by the visionary entrepreneur. the extensive haircare line features four styling and treatment collections for all hair textures. Three styling collections will help nourish, condition, detangle and seal in moisture, using one of these antioxidant-packed, lightweight oils: brassica oil to smooth & silken, coconut oil to nourish & moisturize, and Jamaican black castor oil to nourish & restore. There is also a treatment collection for nourishing your scalp and tresses. 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 new line is also focused on elevating Walker’s legacy.
“There’s no reason why people shouldn’t think of Madam C.J. Walker the same way they think of Coco Chanel,” Sundial CEO Richelieu Dennis told Refinery 29. “It’s been all too easy to marginalize us over the decades, and it’s time for us to stand up and say ‘Hey, no, I won’t be marginalized,’ and this is what we did and we’re going to make sure everybody knows that — through all lenses.”
Madam Walker’s family has also approved the line. Her great-great granddaughter A’Lelia Bundles said in a statement that the line is taking what Madam Walker envisioned more than 100 years ago to a fresh, new level.
“In one of her last speeches,” said Bundles, “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 will be available online and in-store at Sephora beginning March 4. Will you be trying out the new line?