Sundial Brands of New York City
As part of Target’s commitment to support the communities in which we operate, we sell specially curated merchandise from businesses in the area. One of these businesses is Sundial Brands, a skin and hair care manufacturer of brands including SheaMoisture and Nubian Heritage.
Learn more about Sundial Brands from Founder, CEO and Executive Chairman Richelieu Dennis.
What can you tell us about your business?
In 1991, upon graduating from Babson College and unable to return to my home country of Liberia because of civil war, I partnered with my college roommate, Nyema Tubman, to pursue a bold concept: address specific skin and hair care issues that had been traditionally ignored by mass market companies.
I incorporated four generations of recipes and wisdom into natural bath and body care products and co-founded Sundial Brands with my mom, Mary Dennis, and Nyema. SheaMoisture products are made with high-quality, culturally-authentic natural and certified organic ingredients from around the world, and our Shea butter is ethically-sourced from 15 co-ops in Northern Ghana.
What is Sundial Brand’s business model?
Building stronger communities and better businesses, Community Commerce is Sundial’s purpose-driven business model. Through this approach, we empower people in underserved communities to create lasting economic value for themselves and their communities, through education, entrepreneurship and commerce. Ten percent of SheaMoisture Community Commerce product sales are invested into poverty alleviation programs.
What makes your product unique and interesting to customers in New York City?
First, the brand, which has gone global,– focuses on the unmet hair and skin needs of people of color in New York.Second, we are headquartered in New York and provide more than 400 jobs in New York State.
How did your products first come to Target stores?
I approached a senior buyer at the Natural Products Expo and said, "Look at what we're doing here. It's something compelling for you and for consumers you're not necessarily speaking with right now." From there, they invited us to Minneapolis for an initial meeting – and the rest is history.
How has your business changed since being sold in Target?
Our business has transformed completely – from a small 15-person shop to approximately 400 employees and the number one position in multicultural and naturals.
If you could tell Target shoppers one thing, what would it be?
Target believes in investing in its communities.