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Take the backlash against Shea Moisture’s recent “Hair Hate” Facebook ad.Some customers saw the video — which featured two white women along with one biracial woman with loose curls sharing their journeys toward acceptance of their natural hair — as a sign that Shea Moisture was no longer committed to its loyal black base, and Dennis understands why.“It’s not just about being followed around in the store; it’s the shelving, where the product is placed,” he says.Dennis championed for inclusion and succeeded in changing the thinking around ethnic hair product placement and brand integration all over the country.“Those struggles are not the same,” Dennis explains.
“If we can bring them that water,” Dennis says, “the girls no longer have to miss school, which supports growth for independence and their future.” Sundial stands behind this position by not allowing children on-site at the cooperatives it supports, so they can instead stay in school.“Black women have done a lot for our society and have not been recognized for those contributions,” he says.“By way of the natural hair movement, she’s saying, ‘This is who I am, and I am going to impact and influence you whether or not you acknowledge it.’” Shea Moisture is a brand that has been there to support this journey and, Dennis affirms, will always be there. Dennis points out that all pioneers experience missteps, and the true testament of Sundial’s maturity and growing influence is its ability to recognize those mistakes, to learn from them, and to stay the course.Asked if he wants to tack in a mainstream direction, Dennis doesn’t hesitate: “Black women the mainstream.” He points to a sizable demographic shift, with those who were once disenfranchised from the broader world now having become the majority.“I don’t think it’s about us going mainstream,” he concludes.
“We want to train, educate, and provide better facilities and equipment so they can make products they can sell to other people and other businesses.” “We’ve created a model that demonstrates how businesses can simultaneously be successful and purpose-driven,” he goes on, “and we aim to impact everyone in our ecosystem in a positive economic way.” This also includes women and girls in the United States, whom Sundial supports through mentorship and educational fellowships that focus on entrepreneurship, direct investments into their businesses, and other programs that help Sundial achieve its purpose of “empowering people to live more beautiful lives,” as Dennis puts it.