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How Sundial Brands Built an Authentic Social Mission Community Engagement is about more than just social media interactions. Cara Sabin, CEO of Sundial Brands, offers advice on being relevant today - and tomorrow.

By Stephanie Schomer

This story appears in the December 2020 issue of Entrepreneur. Subscribe »

Courtesy of Cara Sabin
Cara Sabin, CEO of Sundial Brands

In a year when life often felt out of control, consumers increasingly wanted to support brands that made them feel like a part of something bigger. It's why in a global study conducted in June by communications agency Zeno Group, consumers were four times more likely to purchase from a brand with a strong purpose. What does that look like in an uncertain future? It may look a lot like Sundial Brands, parent company to top beauty names including SheaMoisture and Madam C.J. Walker, which is deeply embedded in the community of color it serves. CEO Cara Sabin explains how they do it, and how other businesses can uplift their own base.

You joined Sundial in 2019. What was appealing to you about the opportunity?

Quite frankly, this position allowed me to bring my full self to the role. In previous positions, I wasn't really leveraging my full, authentic self — my culture, my background, my experiences. But I am our consumer, full-stop, and there's a certain freedom in that.

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