MADAM | Introducing Madam by Madam C.J. Walker

Sabin says the scalp-to-strand system is what sets the MADAM line apart from other products on the market. In addition to the shampoo, conditioner and styling products, the line includes scalp products uniquely formulated for textured hair, something she says the market was missing. “The original line from Madam Walker was all about scalp health, which is the key to healthy hair,” she said. “A lot of scalp products are very stripping, which can be the death of textured hair. We wanted to strike a balance between having healthy ingredients for the scalp and hydrating textured hair.”


“Our homage [to Madam Walker] is the Wonderful Hair and Scalp Balm to Oil. The consistency looks like the original product, but the technology has been updated to replace some of the ingredients we no longer use,” Bundles added.

Although the brand is steeped in Madam Walker’s legacy, Sabin says they are relying on social media and beauty influencers for a fresh perspective that reaches a younger audience. “We made a concerted effort to tailor the campaign so it would be able to live and thrive in an environment like TikTok,” she said. “We wanted to break expectations and express this over 100-year-old brand in a way that feels fresh and unexpected.”


But she adds that their customers don’t have to be convinced to embrace the beauty of their natural hair. “The consumer we’re speaking with loves her hair and doesn’t need to be told to accept it. She’s just looking for tools to help her be the best version of herself,” she said.

Bundles says she’s proud of the MADAM line and loves that she can share her great-great-grandmother’s story with a new generation. “For years, I’ve been writing and speaking about her. And someone always asks if they can still buy the products. Now I can say ‘yes, and they’re great!’”