Madame C.J. Walker, born Sarah Breedlove, became one of the nation’s first women self-made millionaires more than a century ago. After creating the “Walker Method” pomade formula, Walker turned her Black hair care line into a successful business.
The Louisiana native’s descendants, including her great-great-granddaughter, A’Lelia Bundles, are honoring her legacy by launching MADAM by Madam C.J. Walker. Sundial Brands is the manufacturer that will release the new beauty and hair care line.
“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, said Cara Sabin, CEO of Sundial Brands.
According to the company, the collection consists of 11 new products originated by the Black haircare mogul herself.
“We worked together to merge 100 years of research, development, science and technology to ensure that the products are as innovative and effective as the original Walker line,” Bundles said in a press release statement. “This collection embodies Madam Walker’s spirit of empowerment and pays homage to modern women of color.”
The buying power among Black Americans has reached more than $1 trillion in 2021, according to data collected from the Nielsen Diverse Intelligence Series.
Charlene Polite Corley, VP, Diverse Insights & Partnerships at Nielsen, said supporting Black-owned brands is key to strengthening Black communities.
“As the media industry looks to be more inclusive of Black storytellers and brands look to grow their bottom lines and brand awareness with Black audiences, understanding who we are, where we’re connected, and how we’re changing is as important as ever. All of this work translates to the important acknowledgment of the value the Black community delivers ‘for the culture’ and beyond.”
While most Black hair care products are imported from India and China, the industry has generated more than $2.5 billion, CNBC reported.
Sundial Brands have partnered with Walmart in a recent distribution deal to bring MADAM to over 3,000 stores nationwide in addition to the retailer’s website.
“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,” Walmart Merchandising Director of Specialty Hair Angel Beasley said in a written statement.
Today, Walker’s life and legacy have inspired other Black women to become entrepreneurs in the Black hair care industry.
Walker was one of five children born to formally enslaved parents, Owen and Minerva, on a plantation near Delta, Louisiana, in 1867. While she was the first child to be born into freedom, she faced many obstacles throughout her life as a Black woman living in the south.
After struggling with hair loss in her late 20s to early 30s, Walker developed a hair care formula and opened her own business in 1906. She opened a factory and a beauty school in Pittsburgh, Pa, in 1908 before moving her business operations to Indianapolis two years later.
The self-made millionaire died at her Irvington, NY home in 1919. She was 51.
