Sundial Brands Launches SheaMoisture Baby Care Line In More Than 7,000 CVS, Kroger And Stop & Shop Stores Nationwide

AMITYVILLE, N.Y., July 11, 2013 /PRNewswire/ -- Sundial Brands, producer of the high-quality, natural skin and hair brand SheaMoisture, has expanded its SheaMoisture Baby Care Collection to more than 5,000 CVS stores, 1,500 Kroger stores and over 700 Stop & Shop/Giant retail outlets nationwide.

The all-natural collection is made from a variety of exotic and fair trade ingredients from around the world with century-old family recipes, including Certified Organic Shea Butter, Frankincense, Myrrh and Argan Oil. The entire collection is free of synthetic ingredients and gentle enough for all ages.  Shea butter used in the products is ethically sourced through a special program created by SheaMoisture with seven women's coops in Northern Ghana, with above market prices paid directly to coops for shea butter.  

According to the International Journal of Dermatology¹, finding products marketed for a newborn's delicate skin can be a challenge. SheaMoisture Baby Care Collection seeks to resolve that issue for parents, delivering products that feature high concentrations of pure Shea Butter, one of the most effective natural skin conditioners and moisturizers, and creating an exceptional personal care solution for babies with even the most sensitive skin. Additional ingredients include Aloe Vera, to soothe and soften skin, and a unique combination of natural antioxidants that help improve circulation and prevent skin irritations before they begin.

Products available in launch locations include: 

• Raw Shea, Chamomile & Argan Baby Head-to-Toe Wash (SRP $9.99; 12 oz.): Enriched with Shea Butter, Aloe Vera, Chamomile, Frankincense and Myrrh extracts, this gentle wash and shampoo cleanses and nourishes.
• Raw Shea, Chamomile & Argan Baby Head-to-Toe Ointment (SRP $9.99; 4 oz.): Nourishing, petroleum-free treatment ointment aids in soothing irritation and dryness from diaper and heat rash. Also, ideal for moisturizing chapped lips, cheeks, hands, arms and legs.
• Raw Shea, Chamomile & Argan Baby Eczema Therapy Butter (SRP $9.99; 6 oz.): Relieves symptoms of eczema and psoriasis, while protecting dry, cracked or irritated skin. Non-greasy formula absorbs quickly, and instantly moisturizes delicate skin.
• Raw Shea, Chamomile & Argan Baby Eczema Therapy Bar Soap ($4.99; 5 oz.): Sulfate-free wash and shampoo gently cleanses away impurities and nurtures tender skin without causing dryness or tightness.
• Olive & Marula Head-to-Toe Baby Wash (SRP $9.99; 12 oz.): Ultra-moisturizing body wash and shampoo makes bath time gentle enough for everyday use regardless of age, with reparative Aloe Vera, moisturizing Marula Oil and fatty-acid-rich Avocado Oil.
• Olive & Marula Healing Baby Lotion (SRP $9.99; 12 oz.): Nutrient and anti-oxidant-rich blend of Olive Oil, Shea Butter and Marula Oil hydrates skin, while Cocoa Butter, Vitamin E and Aloe Vera soften and protect.

The expanded distribution will allow easier access to SheaMoisture's collection of therapeutic and efficacious products to families, while also meeting the needs of an expanding customer base, coined by Sundial as the New General Market — an intersection of multi-cultural and green consumers.   

"We're excited to make our natural baby care line readily available across the country to our highly engaged community," says Richelieu Dennis, founder and CEO of Sundial Brands. "By expanding our in-store presence at these top-tier locations, we're broadening access to high-quality, health and wellness-oriented skincare solutions for parents nationwide."

Sundial Brands and its SheaMoisture brand continue to receive critical acclaim from industry insiders, garnering 30 beauty awards from top publications over the last two years and becoming an undisputed pioneer and leader in its space. While the brand has grown rapidly in the general beauty market, it is committed to maintaining culturally authentic, high-quality skin care products for all consumers.

About Sundial: Sundial Brands creates innovative, natural personal care products with its SheaMoisture brand. SheaMoisture is the legacy of founder and CEO Richelieu Dennis' grandma Sofi, who sold her Shea butter creations in Sierra Leone to support her family in 1912. First manufactured in the U.S. in 1992, SheaMoisture is a pioneer in the use of Shea butter as a primary beauty care ingredient in the U.S. The brand is available at mass market retailers throughout the United States including Target, Walgreens, CVS, Rite Aid and Duane Reade.

¹ http://onlinelibrary.wiley.com/doi/10.1111/j.1365-4632.2012.05687.x/abstract

SOURCE Sundial Brands