Sephora Is Diversifying Hair Care With Madam C.J. Walker Beauty Culture



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We are ending black history month on a good beauty note! Introducing  Madam C.J. Walker Beauty Culture, a luxury line of hair care products that will be sold exclusively at Sephora.

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 on March 4, 2016.

“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.  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,” said Priya Venkatesh, Vice President 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.”

“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.”

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) andJamaican 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-marketencapsulations:

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


Dennis continued, “As a family-owned-and-operated company, our ability to bring the Madam C.J. Walker brand to the forefront today has immense significance because of the instrumental role she played as a pioneer in the beauty industry, building a beauty culture rooted in personal and economic empowerment, education and entrepreneurship and showing how purpose and community can be at the center of a successful business. This is the foundation upon which my family and I have built Sundial Brands, and we recognize the tremendous honor and responsibility of carrying this work forward, including creating education platforms and economic opportunities such as an integrated direct-to-consumer model.  We’re bringing back more than a brand – we are introducing a new beauty culture.”

More about Aprill

Aprill Coleman is an award-winning beauty, lifestyle and wellness blogger and freelance writer based in Jackson, Mississippi.

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