History meets hair innovation: Walmart and Madam CJ Walker collaborate to offer damage-defying hair care
01 Feb 2022 --- Iconic trailblazer Madam CJ Walker, a century-old hair care icon has inspired a new hair care line with 11 products developed for specifically strengthening and promoting growth for textured hair.
The brand – called Madam by Madam CJ Walker, targets women of color (WOC), especially those who wear a wide range of hairstyles. Its products are designed per the brand’s values – to respect, protect and perfect hair. The brand is driven to pass on Madam Walkers’ beauty legacy to the next generation.
“We are bringing a quality and coveted product line to our customers across the country at an affordable price point,” describes Angel Beasley, merchandising director of specialty hair at Walmart.
“Madam by Madam CJ 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,” comments Cara Sabin, CEO of Sundial Brands, parent company of Madam by Madam CJ Walker.
The demand for better beauty and care for WOC or broader skin tones and hair textures has also been noted by Vitality.
Care steps from scalp to strand
The collection of 11 products is made using Madam Walker’s trademark formulas in combination with science and technological innovations to facilitate hair damage-defying formulas.
“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,” expresses A’Lelia Bundles, author, historian, Walker’s biographer and Walker’s great-great-granddaughter.
Madam CJ Walker was the first Black female self-made millionaire, beauty empire founder and social activist.
“This collection embodies Madam Walker’s spirit of empowerment and pays homage to modern women of color,” she continues.
The brand delivers a Scalp to Strand System consisting of three steps for consumers to follow. All offered products are free of parabens, silicones, drying alcohol, mineral oil, sulfates and petroleum.
The first step targets healthy scalps, with a selection of two products: balm or serum.
The second step focuses on strengthening and repairing hair, with a choice between four products: conditioner, detangling leave-in conditioner, shampoo and instant repair conditioner.
The third step aims for perfect hair by presenting protective solutions with a range of five products: styling gel, curl cream, braid spray, heat protectant spray and split end serum.
“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,” stresses Sabin.
Exclusive focus on beauty for WOC showcases transformations in the beauty industry due to “Radical Inclusion,” one of many trends influenced by Gen Z.
Edited by Venya Patel
