About a week ago Sundial Brands, the company that owns beloved Black beauty brands such as Shea Moisture and Nubian Heritage, announced their new partnership with Bain Capital in an effort to accommodate the continued growth of their company.

Social media has been buzzing about this new partnership, not so much because it will mean more growth for the company but rather because Bain Capital is a company founded by former presidential candidate and notorious republican Mitt Romney.

That statement in itself could cause you to clutch your pearls at the thought of Mitt Romney having a hand in your beloved “Curl Milk” and “Black Soap”, but is this new partnership really a cause for concern?

READ: Rescue Your Edges With These Natural Oils

In their announcement, Sundial describes Bain Capital as “ a minority, non-control investor in our company.”  Essentially the idea is for Bain to help provide additional infrastructure and otherwise on the business end, but what it also means isSundial is most likely looking to expand their demographic and reach beyond the Black community, the brand’s most loyal consumer brand.

Sundial’s co-founder and CEO Richelieu Dennis prided himself on ensuring the company remained  Black-owned and on the company website explained the brand turned down numerous offers to be brought out by larger companies. In a post on the company’s blog, Dennis explains why they felt this partnership would be best for their customer base and growth, and honestly reading through it, it makes a lot of sense.

Black-owned businesses are a sensitive topic. For years, we tried to pride ourselves on the idea of putting Black money back into Black pockets and building our own economic dependence, but pride and missed opportunity have been crippling factors in the success of  Black business economics.

The reality is, the companies with the infrastructure abilities to help us grow are not quite yet Black owned. But that doesn’t mean we shouldn’t work on building relationships with them to expand our resources and abilities.

Take Essence magazine’s acquisition by Time Inc, and BET’s with Viacom. These major media conglomerate, who owns dozens of major media titles, offered Essence and BET the operational infrastructure and financial prowess they needed to survive these rough years with the rise of digital. Arguably without the backing, these iconic Black media brands could be in the same shape as less competitive titles like Ebony and Black Enterprise.

So don’t gear up to boycott your “Manuka Honey Moisturizer” just yet.  Read for yourself what Shea Moisture has to say and ask yourself it’s worth boycotting a Black business before you’ve had the chance to see how this new partnership will affect your favorite products.

A Letter from Our Founders (yeah, we know it’s long, but we had to share…so sit back, grab a cup o’ tea, and read on…!)…

Posted by SheaMoisture on Thursday, September 3, 2015

Photo Credit: Reuters/Mike Carlson

Ariel Leconte

Ariel Leconte

Ariel is the Associate Editor of Jawbreaker and creator of Revolutionary In Pink Pumps blog. She is equally obsessed with social justice, lipstick, culture, and red wine.

  • curlyteaconsult

    …But um saying, can I get black companies to just be comfortable where they are with the type of high quality stuff they used to make on a regular basis? Does everything have to be about infinite “growth”? Not everything has to be about conforming to preset structural business models which do nothing but water-down the final consumer level product while the company is chasing a seat at someone else’s table. I’m starting to think the way people view black customers is as a way to ‘design-in’ a product in preparation for a ‘more diverse’ (*wink wink*) audience. I’m over it. OVER it. I’ve also been noticing a drop in the performance of a certain Shea Moisture products for 4b/4c hair. Or maybe that just me. Either way, I’m over this whole ‘expansion’ argument. This is why some people (like me) make most of their own stuff.

    • Khristian Simone

      You are EXACTLY right. And in today’s social climate it is especially important for blacks to own and be in full control of their businesses.

    • Tanisha L Moore

      I that it was me because my repair shampoo n conditioner use to be thick n smell so yummy made my hair feel so clean n my curls they looked beautiful …in the pass 3 months or so it has not felt the same

      • curlyteaconsult

        For me, it’s the Coconut & Hibiscus Co-Wash Conditioning Cleanser. It USED TO work beautifully; curls were popping and hair was clean and not stripped. Then they changed it and now it feels like… blah… and doesn’t make my hair feel clean at all. It feels gunky and not even conditioning. I hate to think this is the beginning of some downward turn for Shea Moisture.

  • Jamie

    This sucks. Almost as bad as parterning with Donald Trump. Why should profits from Black hair care line his already rich pockets? They could have made a better choice. They sold out.

    • Naomi

      What better choice?

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