Just heard Shea Moisture came out with a new makeup line exclusive to Target. I believe there will be case studies written about SheaMoisture – a brand that has captured the attention of consumers and competitors alike for its meteoric rise. It is now considered a leader in the hair and skincare categories. And they have done it largely through word of mouth. They had to push back against retailers who wanted to put all their products in the “ethnic hair” aisle.
“The new general market dictates that hair care be categorized by hair type an concern rather than ethnicity,” said Richelieu Dennis, founder and CEO of Sundial Brands, which owns the SheaMoisture brand. “America’s increased blending of cultures means that millions – whose backgrounds defy simple categorization – need efficacious products for their curls, coils and waves.”
With enormous brand equity among consumers (they won numerous Editor’s Choice and Best of the Best Awards on TextureMedia) it's brilliant to launch a makeup line now. They previewed the cosmetics collection – called “A Better Way to Beautiful – at the Korto Momolu show. It will launch in March.
At this rate, expect the SheaMoisture empire to continue to grow and confound the largest players in the beauty industry, giving the Goliaths a run for their money.