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CVS has added SheaMoisture to its shelves in 250 stores and online, further expanding its hair care offerings for multicultural consumers. The products available include Curling Souffle and the African Black Soap Hair Collection, which consists of four products to treat dry scalp, all retailing for $9.99.

With the addition of SheaMoisture, CVS takes steps to appeal to the growing population identifying itself as multiethnic.

“While we believe that SheaMoisture is a destination brand, we are also aware that today’s consumer is pressed for time,” said Richelieu Dennis, founder and CEO of Sundial Brands, creators of SheaMoisture. “The consumer places a high premium on retailers that get this. CVS, for example, is embracing the new general market of all hair types, including consumers who seek out natural products. CVS knows the SheaMoisture consumer is in their store. When she goes to pick up her prescriptions and other items at CVS, she appreciates that the products she uses on her hair are accessible and convenient.”

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