Sundial Brands is Bringing a Madam C.J. Walker-Inspired Haircare Line to Walmart


During a month in which we’re honoring the achievements and contributions made by Black people, it’s almost impossible to talk about Black history without mentioning the name Madam C. J. Walker. A pioneer of Black haircare, Walker became the nation’s first self-made female millionaire after turning her revolutionary namesake haircare company into an empire during the early 1900s. Her products completely changed the game for Black women during her time and now, more than a century after the haircare maven made hair history, a new line of products honoring Walker’s legacy is set to influence a brand new generation.

Launching under Sundial Brands — the beauty manufacturer behind multicultural brands like SheaMoisture and Nubian Heritage, MADAM by Madam C.J. Walker is an 11-product range designed to meet the modern haircare needs of women of color. 

Image courtesy of Sundial Brands

“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’s parent company. “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.”

Image courtesy of Sundial Brands

In an effort to ensure that brand was not only carried out with integrity and historical accuracy, but also captured the true entrepreneurial spirit of the haircare legend, Sundial worked closely with Walker’s great-great-granddaughter A’Lelia Bundles. Weighing in on the new product line, Bundles couldn’t help but express her excitement. 

“I am thrilled to continue my great-great grandmother’s legacy with the launch of MADAM by Madam C.J. Walker in partnership with stellar Black women leaders at Sundial Brands and Walmart,” she said in a statement. “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. This collection embodies Madam Walker’s spirit of empowerment and pays homage to modern women of color.”

Taking cues from Walker’s philosophy that healthy, strong hair first starts with a healthy scalp, the brand’s collection centers on its Scalp to Strand System, which features damage-defying formulas and proprietary technology that helps to repair and strengthen textured hair staring at the roots, as part of its launch.  Made up of 11 products—all retailing under $10—the system includes shampoos, conditioners, gels, serums, and curl creams, amongst other products.

For any kinky, straight, wavy, or curly textured beauties interested in getting their hands on the collection, MADAM by Madam C.J. Walker will be available at over 3,000 Walmart stores nationwide and

“We are thrilled to continue Walmart’s commitment to expanding our beauty and haircare offerings for women of color with a brand that has a steroid legacy and exciting future,” said Angel Beasley, Merchandising Director of Speciality 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.”

To learn more about the MADAM by Madam C.J. Walker haircare line, be sure to follow @madambymcjw on Instagram. 

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Camille Nzengung

Camille Nzengung is a Features Editor at The Tease, where she covers all things hair. You can find her writing about the best hair products, the coolest hair trends, and all the exciting new hair launches. Send her a pitch:


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