Sundial Brands has unveiled Madam by Madam C.J. Walker, a new beauty and hair care line inspired by the Black beauty industry icon who became one of the first women self-made millionaires over one hundred years ago.
 
With eleven new products, Madam by Madam C.J. Walker features damage-defying formulas designed to “respect, protect, and perfect” the wide range of styles worn by women of color. For launch, Madam by Madam C.J. Walker is collaborating with Walmart to bring the product line to over 3,000 stores nationwide and online at Walmart.com.

Promoting a Healthy Scalp and Stronger Hair

"We're so excited to be announcing the launch of Madam by Madam C.J. Walker – a collection designed to carry on Madam Walker's legacy as an innovator, trailblazer and activist. The products were created for polycultural women who proudly lead their lives, unbothered by society's ideals of how they should look, feel, and present themselves." said Cara Sabin, CEO of Sundial Brands. "Madam by Madam C.J. Walker celebrates the multi-dimensionality of women with textured hair, enabling them to switch it up while promoting a healthy scalp, stronger hair and unlimited styling possibilities."
 
For the launch of Madam by Madam C.J. Walker, the brand is introducing its damage-defying Scalp to Strand System that “gives consumers the freedom and confidence to style their hair the way they want, when they want.” From heated and relaxed styles to natural and protective looks, the Scalp to Strand System's proprietary technology helps repair and strengthen textured hair starting at the roots. Featuring 11 products, the systems' haircare regimen takes cues from Madam C.J. Walker's philosophy which was that healthy, strong hair first starts with a healthy scalp.
 
With each product retailing under $10, the Madam by Madam C.J. Walker collection features:
 
HEALTHY SCALP:

• Wonderful Hair Balm to Oil
• Healthy Scalp Serum

 
STRONGER HAIR:

• Revive & Reset Shampoo
• Strengthen & Restore Conditioner
• Instant Repair Deep Conditioner
• Detangling Leave-In Conditioner

 
STYLING POSSIBILITIES:

• Stretch & Define Curl Cream
• Humidity Shield Styling Gel
• Strengthen & Shine Braid Spray
• Split End Smoothing Serum
• Smooth & Sleek Heat Protectant Spray

 
"We are thrilled to continue Walmart's commitment to expanding our beauty and haircare offering for women of color with a brand that has a storied legacy and exciting future" said Angel Beasley, merchandising director of Specialty Hair at Walmart. "By partnering with Madam by Madam C.J. Walker, we are bringing a quality and coveted product line to our customers across the country at an affordable price point."