Responsible Business Snapshots: Bain Capital Private Equity
Sundial Brands, a Certified B Corporation that crafts natural hair, bath, and body products, is challenging the personal care industry’s narrow standard of beauty and changing it to be more inclusive. With its roots in serving consumers whose needs were historically unmet by traditional beauty companies, Sundial has built a successful business providing solutions for specific needs, recognizing and rallying around the premise that people want products made for – not just marketed to – them.
Sundial is creating products for a changing market that reflect an increasingly diverse range of consumers with billions of dollars of purchasing power, and the company is working to break down the barriers that separate “ethnic” and “beauty” products in store aisles. Sundial’s 2016 “Break the Walls” call-to-action featured two campaigns – “Break the Walls” and “What’s Normal?” – that sparked dialogue and challenged standardized beauty ideals defined as “normal.”
Sundial is also focused on responsible sourcing, and its supply chain policies are guided by its purpose-driven Community Commerce business model, which invests in the individuals that produce its products. For example, Sundial sources its shea butter through women-led cooperatives in Ghana, where it pays premium wages and invests in the critical infrastructure that empowers women to run their own businesses.
Sundial reinvests 10 percent of sales from its SheaMoisture Community Commerce collections into programs that support entrepreneurial or educational opportunities for women.
Sundial also has a fair trade certification from Fair For Life, a nonprofit that audits companies and certifies that their supply chain practices are socially responsible. Sundial’s products are also cruelty-free and sulfate and paraben free.
Many of the portfolio companies across Bain Capital’s business units operate leading-edge environmental, social and governance (ESG) initiatives that have benefited employees, communities, and the bottom line. Below are just a few examples of the work that portfolio companies are doing to promote diversity, increase sustainable sourcing and product development, and improve strategic philanthropy.