Innovation

The cosmetics industry is a multi-billion dollar global industry and is dominated by giant corporations such as Almay, Maybelline, Avon, and L’Oréal. These brands dominate shelf space on our beauty counters in pharmacies, drug stores, and discount retailers. Big box department stores stock counters with costlier brands such as Lancôme, Estee Lauder, MAC, and Dior. Despite the heavy price tag, the quality of ingredients is not differentiated from drug store to department store nor do the levels of toxicity decrease in higher end products. Very few all-natural, plant-based, sustainability sourced, and toxic-free brands maintain a market share in this saturated industry. Burt’s Bees was one of the first to achieve market dominance. Sundial Brands, with its commitment to creating chemical-free beauty products for all races, has surpassed the competition and continues to do so on many levels.

Inspiration

Drawing on his experience as a youth in war torn Sierra Leone and Liberia, the company’s owner, Richelieu Dennis, was inspired by his entrepreneurial grandmother and a desire to change the status quo regarding beauty products. The racially segregated cosmetics industry was the domain that ignited Mr. Dennis' passion to become a change-agent with his innovative practices, unique products, and marketing strategies.

As a youth, Mr. Dennis and his family, traveled between two countries to live in the area considered “safe.” As a teenager, Mr. Dennis acquired a college scholarship which allowed him to move to the United States to continue his education. Fortunately, his family was able to move with him but were unable to return to their home abroad. Reminded of the maternal grandmother’s legacy of making and selling all-natural beauty products in Sierra Leone, Mr. Dennis and his business partner decided to do the same upon graduating college to earn money. His grandmothers’ use of locally sourced and organic ingredients such as Shea nut butter, and other fruits, herbs, and oils provided the perfect mixture of plant-based products for consumers wanting toxic-free beauty items.

The lack of product availability for women of all races, was an additional source of inspiration. Marketing campaigns created by Mr. Dennis and his Sundial Brand aimed to expose the segregation of beauty products in stores such as Target, CVS, and Walmart. The current goal is for beauty products to co-exist so that all ethnic races can enjoy the same amount of shelf space and are not be confined to the “Ethnic Aisle.”

Overall impact

One of the greatest impacts is on the female suppliers residing in places such as Ghana and Turkey, which is called Sundial’s Community Commerce Initiatives. These strategies address 4 UN Global Goals: Gender Equality, Decent Work & Economic Growth, Reduced Inequalities, and Responsible Consumption and Production. By working with female co-ops and providing them a living wage, Sundial is not only aiding in the economic growth of their suppliers' families but also in the communities in which their workers live. According to Sean Hall, Vice President of Corporate Social Responsibility, Community Commerce initiatives have helped to provide clean water and education for their suppliers. Mr. Hall actively participates in hands-on projects. For example, employees at Sundial lay pipes in the communities they work with order to pump potable water directly to the inhabitants. This has a tremendous economic impact on women and young girls. With Sundial’s pro-activity, women no longer have to walk for hour to and from clean water sources nor carrying heavy water containers on their heads. This practice keeps women out of the education and economic system. Not only is Sundial is committed to their customer, they are also dedicated to the health and wellness of their business partners and suppliers.

Business benefit

According to Fastcompany.com, Sundial Brands plans to be stocked in over 45,000 retail drug stores. The natural beauty market amounts to roughly $33 billion globally. Natural beauty products accounts for 13% of the market. Aside from Sundial surpassing its competitors by creating a financially viable business model, practice, and product, they are also providing business benefits to a variety of shareholders across the supply chain from those who source, to those who refine, and those who make the final products. 10% of the gross profits from sales from specific product lines are channeled back into the supplier community.

Social and environmental benefit

A socially impactful company on many levels, Sundial Brands offers gender equality in the earning sector and economic growth opportunities amongst women-owned co-ops. This allows for greater opportunities and social mobility in the distressed communities that Sundial Brands works with. They are committed to making a positive social impact by creating a sustainable business model that responds to the increased demand for toxic-free beauty products on a global scale, the elimination of market segmentation in the current general market with ideas and input from the New General Market, and reduced inequalities for all who work for this innovative company.

Interview

Sean Hall, Vice President Corporate Social Responsibility