In the early 1990s, Richelieu Dennis cofounded Sundial Brands with the goal of creating natural hair and beauty products for consumers of color. Originally from Liberia, Dennis used his grandmother’s homebrewed recipes to create Sundial’s first products, which he sold on the streets of Harlem. Today, his company oversees three brands—SheaMoisture, Nubian Heritage, and Madam C.J. Walker Beauty Culture—and had an estimated value of $700 million in September 2015, when Bain Capital acquired a minority stake. Dennis engineered SheaMoisture’s viral #BreakTheWalls campaign, which called out drug stores for segregating beauty products for white and “ethnic” consumers. He believes Sundial’s brands will become household names as the U.S. becomes more diverse and more buyers seek natural ingredients.