Tapping A “New” General Market

Richelieu Dennis started selling shea butter creams from a street cart in Harlem in the 90s after civil war in his native Liberia prevented him from returning home. Today, Shea Moisture products are in Target, Walgreens, and Wal-Mart. What was once “multicultural” is now mainstream, and a new marketplace has come of age. Our program is designed to help convey Sundial’s success offering culturally authentic products and owning this emerging market of multiethnic shoppers.