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The Truth About the SheaMoisture + Bain Capital Partnership

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The Truth About the SheaMoisture + Bain Capital Partnership
By Michelle Breyer · Updated September 9, 2015

Last week, the natural hair community was rocked by the news that Sundial Brands, best known for SheaMoisture – the superstar brand that has taken the industry by storm, had brought Bain Capital in as a minority, non-controlling investor in the company.

Social media went crazy!

Did Mitt Romney – former Chairman and President of Bain Capital – buy the company?

Will the product formulations change?

Will the prices go up?

Was SheaMoisture going to abandon its African-American customers?

“WHY?????!!!!! ” – posted one SheaMoisture fan on Lipstickalley.com in response to the news.

We thought it best to take these questions directly to Sundial Brands CEO and founder, Richelieu Dennis. He candidly discussed the partnership with us – what it means for the company and for its customers. And perhaps more importantly, what it doesn’t mean.

Richelieu shared with NaturallyCurly that the Bain investment was driven by the company’s desire to stay competitive, providing it with the resources necessary to provide additional infrastructure to further expand. He said the partnership would enhance Sundial’s social entrepreneurship model, support its multi-brand strategy and enable it to invest in like-minded brands and entrepreneurs.

“Quite simply, we want to be better so that we can serve our communities better, period,” said Richelieu.

Watch the interview

Article continues after video.

Here are several key take-aways from our conversation with Rich:

1. Bain Capital did not acquire Sundial Brands.

Bain Capital did not acquire Sundial Brands. Bain is a minority investor. Richelieu will continue to provide the vision and leadership for the company, and Sundial will remain majority, family owned and operated, including its board, management and day-to-day operations. “The family remains truly the majority and truly in control of the business. For us, that is important because our consumers are the most important things to us – always have been.”

Richelieu said the reason they chose to partner with Bain was because of their social mission platform. Bain’s other investments include TOMS shoes, which provides shoes, water, medical treatment and bullying prevention services to people in need.

“We wanted to make sure we had a partner that knew our social mission was part of our business model and that has a proven track record of supporting mission driven businesses over and beyond just it as a marketing tool, but really as a business model,” he says.

As for Mitt Romney’s involvement in Bain, he left the investment firm 16 years ago.

2. Formulas and prices won’t change.

SheaMoisture and Nubian Heritage’s product formulations and prices won’t change. In fact, Richelieu stressed that it was key to him that any investment, regardless of the partner, not impact “the integrity of the company’s products, formulations or vision.”

SheaMoisture and Nubian Heritage’s product formulations and prices won’t change.
Richelieu Dennis, CEO & Founder Sundial Brands
3. Sundial is not abandoning its core African-American customer base.
The company has been criticized by some customers for expanding its marketing to address a diverse range of customers. Richelieu stresses, “we recognize that African-American women have long been at the forefront of the natural hair and body movement that has created the dynamic cultural shift that we see today. It is exciting for us to see how Naturalistas have now empowered women from all backgrounds to embrace their natural beauty.”

With Bain’s support, Richelieu said Sundial is committed to elevating and growing the “New General Market,” which he defines as a consolidation of cultures, ethnicities and demographics aligned with commonalities, needs and lifestyles. “I’ve always said that the only place in America where segregation is still legal is in the beauty aisle,” he says. “I’ve worked to change that with our introduction of the New General Market concept to beauty and retail.”

4. Sundial plans to be the acquirer – not the acquired.

Part of the company’s strategy is to invest in other minority-owned or under-resourced businesses. “We are thrilled to now be positioned to continue our identification, support and development – whether via acquisition or other investments – of other entrepreneurial brands that share our vision and values,” he says.

Richelieu started Sundial Brands in 1992 with his college roommate, Nyema Tubman, and his mother, Mary Dennis, shortly after graduating from college and being unable to return to his home country of Liberia because of civil war. From its humble beginnings of selling products on the streets of New York City to distribution and co-creation of its flagship brands – including SheaMoisture and Nubian Heritage – Sundial Brands has become a major household name. Most recently, Sundial Brands was named to the Inc. 5000 list of the fastest-growing private companies in the United States. The company celebrates its 25th year in business next year.

The investment in Sundial Brands by Bain Capital is the latest in a series of newsworthy deals in the hair care category.

As fellow pioneers in this industry we look forward to seeing what the next chapter brings for Richelieu and the Sundial team.

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Home • Regimen

10 Curly Girl Method-Approved Products to Transform Your Curls

Discover the best Curly Girl Method products for nourishing your naturally curly hair.
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10 Curly Girl Method-Approved Products to Transform Your Curls
By Samantha Cross · Updated December 3, 2024

Writer Samantha Cross is the Co-Founder of CurlScan, a community-built database of Curly Girl Method-approved products.

With so many hair products out there, it can be difficult to determine what’s best for your hair and which products are CG-approved if you’re following the Curly Girl Method.

We often see search trends in our analytics for CurlScan, a database of Curly Girl Method products. I’ve used this information to highlight recommended products from some of the website’s most searched brands. I hope this list helps you find your next holy grail for the best curly hair products in 2024!

Not all products from each brand mentioned are approved if you follow the Curly Girl Method. All of the recommended products are approved as of January 2022. Please double-check your product for any unapproved ingredients, as formulas may change anytime.

1. Not Your Mother’s Naturals

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

The Not Your Mother’s Naturals line is one of the most popular collections of products in the curly hair community. They offer shampoos, conditioners, and styling products with various ingredients and product weights so you can choose which is best for your hair type. Not Your Mother’s Naturals Tahitian Gardenia Flower & Mango Butter Curl Defining Conditioner for curls that can handle or require heavier moisture.

2. Maui Moisture

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

This product is easy to find in Canada and the US and is very reasonably priced. Not all products from this brand are Curly Girl Method approved, so be sure to check the ingredients! Maui Moisture Color Protect + Sea Minerals Shampoo is a clarifying shampoo for color-treated hair.

3. SheaMoisture

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

These products are heavy on moisturizing ingredients (I suppose that’s not a surprise given their name!), so they’re usually best suited for curly, kinky, or coily hair rather than wavy hair. SheaMoisture Coconut & Hibiscus Curl & Shine Conditioner for curls that need protein and moisture in their routine.

4. Giovanni

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

This brand offers many Curly Girl Method-approved products for all hair types. Whether you need help with volume, frizz control, a dry and itchy scalp, or hydration, Giovanni has a CG-approved product. Giovanni Powder Power Dry Shampoo. It’s one of the few CG-approved dry shampoos to help you get a few extra days out of your curls.

5. Ouidad

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

Have you ever heard of an Ouidad Cut? Ouidad call themselves “The Curl Experts,” and their special technique for cutting curly hair has helped put Ouidad on the map in the Curly Girl community. Try Ouidad VitalCurl+ Define & Shine Styling Gel-Cream for those who can’t decide if they want a cream or a gel for styling their hair.

6. Alberto VO5

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair
Article continues after video.

Alberto VO5 conditioners are considered by many in the Curly Girl Method groups to be their holy grail conditioner: they provide consistent results for a very reasonable price. Sometimes, you can even find Alberto VO5 products in your local dollar store! Check out Alberto VO5 Avocado Cream Conditioner for wavies or curlies on a budget.

*Editor’s Note: We previously recommended Alberto VO5 Moisture Milks Strawberries & Cream Conditioner but it is not CG-friendly as of January 2022 for containing alcohol.

7. Aussie

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

If you like to pick up your hair products while shopping for other things, Aussie is available in many drugstores and supermarkets. They have a handful of CG-approved styling products, but I have yet to find a shampoo or conditioner that this brand approves. Aussie Instant Freeze Gel for curls or waves that need extra hold to make it through the day.

8. Cantu

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

Cantu’s new-ish TXTR line is almost entirely CG-approved and has two options: Treat and Sleek. The Treat products are all about moisturizing your hair and scalp, which is great if you and your curls deal with harsh winter weather. Sleek products provide definition and hydration. TXTR by Cantu Apple Cider Vinegar and Tea Tree Soothing Shampoo is for curlies dealing with hard water or dry, itchy scalp.

9. Tresemme

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

Another cost-effective option, Tresemme, is available just about everywhere. Only a handful of Tresemme products are approved, but those tend to be very popular in the curly community because they are easy to find and inexpensive. Tresemme Between Washes Curl Revive Styling Foam is for those who want to refresh their hair without soaking it.

10. CURLSMITH

10 Curly Girl Method Approved Products to Nourish Your Naturally Curly Hair

Relatively new on the scene compared to many of the brands listed above, Curlsmith offers a variety of Curly Girl Mehthod and non-Curly Girl Method-approved products. They’re vegan and cruelty-free too! CURLSMITH Double Cream Deep Quencher for dry, dull curls that need a moisturizing pick-me-up.

Which brand is your favorite? Share with us in the comments!

If you’re still trying to figure out what you texture before you start shopping for any Curl Girl Method Approved products, take our NaturallyCurly quiz below.

WANT TO UNDERSTAND YOUR TEXTURE TYPE?
To understand all there is to know about your curl pattern, porosity, density, reliable curly hair products and the best hairstyles for you, take the NaturallyCurly Texture Typing Quiz right now!
Caring for curls, coils, and waves can seem overwhelming!

You’ve probably tried several techniques and products and been discouraged by the results. That’s because each head of hair has unique characteristics that influence your curls’ behavior: the shape and size of the hair follicle, hair strand thickness and length, and even its relationship to moisture.

Let’s get started!

Do any of these apply to you?
I’ve used heat tools such as a blow dryer or a flat iron in the past 3 months.
I’m currently transitioning to my natural texture.
Neither apply to me
Do you have locs?

Locs are an intentional matting and tangling of the hair to create rope-like structures. Hair is not combed during the locing process which allows hair that would normally shed to remain among your strands wrapping around each other to form a new texture.

Yes
No

Whether your locs are based on curls, coils, or waves, they still need special care and specific maintenance regimens related to your texture type. To build the best loc care and maintenance, consider the state of your curls before you loc’d them when taking this quiz. That way, you’ll be able to get the best results at the end of the quiz, helping you select the best products and ingredients for your texture type.

CURL PATTERN

Learning the specifics of your curl pattern will help you understand what styling techniques and products work best for your unique set of strands. You’ll also love our NaturallyCurly content that specifically addresses your curl needs!

Here at NaturallyCurly, we embrace wavy, curly, and coily patterns by treating each set of curls with equal amounts of care, curl love, and respect.

Which of the following options best describes your hair?
Wavy
Curly
Coily
CURL TYPE

Learning the specifics of your curl pattern will help you understand what styling techniques and products work best for your unique set of strands. You’ll also love our NaturallyCurly content that specifically addresses your curl needs!

Here at NaturallyCurly, we embrace wavy, curly, and coily patterns by treating each set of curls with equal amounts of care, curl love, and respect.

Which of the following options best describes your hair?
S-shaped hair that sticks close to the head; very easy to handle; easily straightened
S-shaped hair that sticks close to the head; a little resistant to styling; it has a tendency to frizz
thicker, more coarse wavy hair that has a few more actual curls, as opposed to just waves; tends to be more resistant to styling and will frizz easily
Which of the following options best describes your hair?
Curls show a definite ringlet pattern; curls are well-defined and springy with the circumference size of sidewalk-chalk
Curls are well-defined and springy with the circumference size of a Sharpie; curls can range from bouncy ringlets to tight corkscrews
Curls are voluminous, tight corkscrews with the circumference size of a pencil; curls can be either kinky or very tightly curled, with lots of strands densely packed
Which of the following options best describes your hair?
Curls are tightly coiled and springy; when stretched or even un-stretched, has the circumference size of a crochet needle or smaller
Similar to 4a and when stretched or even un-stretched, has the circumference size of the spring in an ink pen
Very similar to 4b except that the curls coil tighter at the root/scalp; hair doesn’t spring or move much unless manipulated such as a braid-out or twist-out
POROSITY

Porosity is the ability of your hair to absorb and retain moisture. Knowing your porosity is just as important as knowing your curl type. Porosity ranges from low to high, depending on the condition of the cuticle.

Is your hair color-treated or do you use heat tools more than once a week?
Yes
No
DENSITY

Often confused with hair thickness, hair density measures the amount of hair you have on your head, and the proximity of the follicles to each other.

How long does it take your hair to dry with no product added?
It takes a long time to dry, hours and possibly days
It takes 1-2 hours
It drys quickly, in a matter of minutes
Part your hair down the middle. Now without forcing the two sides apart, how much of your scalp can you see?
I have no problem seeing my scalp.
I can see some of my scalp.
I can see very little of my scalp if I can see it at all.
WIDTH
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The width or diameter of your strands affects the amount of volume you have as well as your hair’s overall strength, durability and ability to retain length.

Take a single strand between your fingers, close your eyes and then roll it between your fingers. What best describes your strand?
I don’t feel the strand at all between my fingers.
I can feel the strand between my fingers, and the strand is slender, pliable.
I can feel the strand between my fingers, and the strand is durable and hard to ignore.
LENGTH

Length is not really a texture type category, but from Big Chop to hip length, the length of your hair can affect your curl pattern, shrinkage and styling techniques.

How long is your hair?
Very short (i.e. close crop, fade, TWA)
Chin length
Shoulder length
Past your shoulders
Are you apart of our NaturallyCurly community?
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This article was originally published in 2020, and products and links have been updated.

OUR EDITORS INDEPENDENTLY SELECT ALL PRODUCTS FEATURED ON NATURALLYCURLY. HOWEVER, WE MAY EARN AN AFFILIATE COMMISSION WHEN YOU BUY SOMETHING THROUGH OUR RETAIL LINKS.

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