What type of products can people look forward to? Are they made for all hair types?
Dennis: Yes. It’s a holistic line focused on the needs of today’s women. There are four hair collections. One is a coconut collection made for curly hair, Dreams Come True is made for scalp treatments, the Jamaican Black Castor Oil collection is about softening and repairing the hair, and the Brassica Seed is broccoli oil for styling and shine.
Is this brand directly produced by Sundial Brands or under its own entity?
Dennis: You can think of Sundial Brands as the parent company, but it will be under Madam C.J. Walker Enterprises, and the hair care brand is Madame C.J. Walker Beauty Culture. We really want to build under the entire legacy.
When the ideas were coming together initially, being the great-great granddaughter of Madam C.J. Walker, what were your emotions like?
Bundles: I was glad we created this partnership, because I’ve been researching and speaking about Madam C.J. Walker for quite some time, but the piece that was not fully formed was the hair care products being in the 21st century. So for me, it was such a pleasure when Sundial inquired about Madam Walker’s name so they could launch it into something worth the legacy. We are both playing the roles we are best at. I’m good at telling the historical story, and Sundial Brands has already developed highly successful hair care lines, and it’s an honor to have Madam C.J. Walker among those brands.
When she started her company in 1906, she was addressing the needs of women then. For me, it’s taking Madam Walker’s creation then, and keeping that same philosophy with a new formula that really looks at the versatility of women who have different hair styles and textures. It’s Madam Walker as she would be in the 21st century.
We hear there is a philanthropic aspect of this new line.
Bundles: Yes. In addition to just the products, I’m excited about the community commerce Sundial Brands does to make sure women on the African continent are getting fair wages and fair market value. That idea of philanthropy will find its way into the Madam C.J. Walker Beauty Culture line. It’s continuing her principle of not just making money, not just having great products, but giving back to the community as well.
Madam C.J. Walker Beauty Culture at a glance
The full Madam C.J. Walker Beauty Culture line includes:
Jamaican Black Castor & Murumuru Oils Collection for softening and repairing
- Brassica Seed & Shea Oils Collection for styling and shine
- Coconut & Moringa Oils Collection for curly hair
- Dreams Come True Collection for scalp treatments