Canadian Packaging

Unilever acquiring Sundial Brands

Haircare and skincare company Sundial to join the growing Unilever portfolio.


November 28, 2017
by Canadian Packaging staff

ENGLEWOOD CLIFFS, NJ—Unilever has announced an agreement to acquire Sundial Brands, a New York-based personal care products company.

Sundial Brands is a leading haircare and skincare company recognized for its innovative use of high-quality and culturally authentic ingredients. Sundial’s brands include SheaMoisture, Nubian Heritage, Madam C.J. Walker and nyakio.

Since its founding in 1991, Sundial has championed inclusive beauty and has served the unmet needs of consumers of color through its robust innovation pipeline, product offerings and purpose-driven business model. Through its Community Commerce business model, B Corp and Fair for Life certifications, Sundial’s approach complements the Unilever Sustainable Living Plan (USLP) to accelerate growth while increasing positive social impact.

Sundial Brands will operate as a standalone unit within Unilever. Sundial’s founder, Richelieu Dennis, will continue to lead the business as chief executive officer and executive chairman.

As part of the agreement, Unilever and Sundial are creating the New Voices Fund with an unprecedented initial investment of US$50 million to empower women of color entrepreneurs. The intention is to scale the Fund to US$100 million by attracting investments from other interested parties.

“The Sundial team has built differentiated and on-trend premium brands serving multicultural and millennial consumers that enhance our existing portfolio,” says Unilever North America president Kees Kruythoff. “Sundial is an important addition to our U.S. portfolio of purpose-driven companies, which includes Ben & Jerry’s and Seventh Generation.”

Unilever Personal Care president Alan Jope adds: “We are excited to partner with Richelieu and his team to enable Sundial to bring its unique product offerings and community impact to more people around the world. We look forward to continuing to grow the business and make an even bigger impact on society through Sundial’s community programs.”

Additionally, Unilever has appointed Esi Eggleston Bracey, a seasoned executive with a strong track record of business leadership in driving cultural relevancy in brand building, as executive vice-president and chief operating officer of Unilever North America Personal Care, effective January 1, 2018. As a part of her role, Bracey will work closely with Dennis to further accelerate the growth, purpose-driven mission and consumer connectivity of Sundial Brands.

“I’ve always wanted Sundial Brands to be an inspiration to other minority-owned companies of how a business against all odds can achieve excellence, have significant social impact in our communities and be successful on a world stage,” says Sundial Brands founder and chief executive officer Richelieu Dennis. “I am excited Sundial and Unilever have created this partnership, rooted in a purpose-driven ethos, that represents an incredible opportunity to take our Community Commerce economic empowerment and impact model to another level.”

Dennis adds: “I’ve enjoyed a long-standing relationship with Esi and look forward to working with her to continue to change the game in beauty, personal care and community building.”

Sundial’s 2017 turnover is expected to be approximately US$240 million.

Terms of the transaction were not disclosed. Subject to regulatory approval, the transaction is expected to close in quarter one 2018.

Company information available at www.unilever.com and www.sundialbrands.com.


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