Quotes from Richelieu Dennis

Our mission is to serve women of color and serve them deeply.

We began Sundial Brands as young entrepreneurs, and as we move forward towards our goal of becoming the number one global family company serving our communities in a way that is aligned with their needs and our core values, we will always be entrepreneurs.

One of our missions has been to create an all-natural hair care line that caters to meet the unique needs of multi-ethnic consumers, which has traditionally been an underserved group in the mass market.

Once a company develops out of its consumer base, you will often see a well-funded multinational company come in and take over that space. The black-owned company either stays a niche company or just disappears. This is something we don't want to happen.

This natural-hair movement has opened up the door for us to do so many things, for us to have conversations that we weren't able to have. We need this in our communities.

We want women to have options and not be forced into somebody else's idea of what their beauty needs ought to be.

There's no need for women and moms to go through this world alone without the help and the support from the businesses that do business in our communities and that generate success from the women in our community. That should not be happening.

Our love of people has always been our motivation and our competitive advantage.

We started our company out of a need to survive, but we've built it based on a mission not only to help others survive but to prosper. In fact, we view ourselves as a mission with a business, rather than a business with a mission.

A critical lesson I learned is that we have to make sure all our employees, particularly new hires, have a full immersion in our culture.