11 Ranick Drive South, Amityville, N.Y. 11701
Key contact: Richard Gallucci, senior vice president of sales
AMITYVILLE, N.Y. -- Sundial Brands LLC and its SheaMoisture brand have developed a unique strategy--combining the past and the present--to establish and maintain a commanding presence in the personal care category.
Since 1912, SheaMoisture has made award-winning, shea butter-based skin care and hair care products using family recipes handed down from Soft Tucker, the grandmother of founder and chief executive officer Richelieu Dennis.
As a young mother last century, Tucker sold her shea butter creations to support her family in Sierra Leone. Today, SheaMoisture products are made with natural and certified organic ingredients, and shea butter ethically sourced from seven co-ops in northern Ghana, demonstrating the company's commitment to "A Better Way to Beautiful."
Shea butter is central to all of Sundial's products, and the company invests in over 2,500 women entrepreneurs as part of its Community Commerce program. An ethical wage premium is paid to the enterprising women of coops, and Sundial aids in monitoring practices to ensure that the efficiency, health, profitability and quality of life is elevated for its members.
SheaMoisture's Manuka Honey & Mafura Oil Intensive Hydration Community Commerce Shampoo and Conditioner recently won a 2015 Allure Magazine Beauty of Beauty Award. The brand's newest Community Commerce Collection, Zanzibar Marine Complex, features an antioxidant-rich blend that aids in renewing vibrancy and shine for brittle, lackluster color-treated hair. The seaweed-based ingredients are ethically sourced from small co-ops of seaweed farmers in Zanzibar.
Sundial continues to listen to its community, says Dennis, offering products tailored to unique needs and designed to solve problems that may not have been traditionally addressed in the mass market. To further help retailers attract New General Market consumers--a targeted subset of consumers who are concerned for the environment and seek healthier lifestyles for themselves and their families--Sundial has elevated merchandisers' understanding of trend influences, and their ability to establish and implement market differentiation.
As part of its mission to meet the demands of the New General Market, SheaMoisture recently collaborated with experienced hairstylists and a team of scientists to develop three proprietary innovations formulated to address the needs of all hair types and textures. The new collections, Curl Care, Keratin Care and Color Care, mark SheaMoisture's debut in the professional hair care category, and they are an extension of its leading store-line hair care products made with natural and certified organic ingredients. They also have exclusive ingredient complexes that amplify the products' performance, delivering the results that stylists expect and clients need.
The Curl Care Collection integrates SheaMoisture's proprietary CocoShea Biolipid Complex, which helps define and lengthen even the tightest curls to reduce shrinkage while natural lipids sheathe hair strands to help block humidity.
The Keratin Care Collection features SheaMoisture's proprietary KeraVega Monoi Oil Complex, which combines keratin and other natural ingredients that draw in moisture to help smooth and protect hair against surface damage caused by heat. The Color Care Collection is distinguished by SheaMoisture's proprietary natural BaoTein Precious Oils Complex, which replenishes moisture and aids recovery of strength and elasticity. It preserves color by smoothing down hair cuticles and helps to keep color vibrant longer while natural, plant-based sun filters help to prevent fading.