Nyema Tubman

Nyema Tubman is one of the Founders of Sundial Brands, the parent company of SheaMoisture and Nubian Heritage.


Sundial Brands first started as a stand on the streets of Harlem in New York.  Nyema Tubman and his friend Richelieu Dennis followed the recipes of Rich’s grandmother, Sofi Tucker, to create bath products using shea butter and other natural ingredients that are prominent in Liberia.  From the streets of Harlem, New York, Tubman and Richelieu brought their products to the shelves of Target, Whole Foods, Walgreens, and other fine retailers.

Sundial Brands’ two primary brands are SheaMoisture and Nubian Heritage.  SheaMoisture uses natural and certified ingredients to make high-end bath, body, and hair products.  The products are rich in vitamins and essential fatty acids, intended to be nutritious for your skin.  Shea butter is a super-food, which helps your skin maintain its natural moisture balance and repairs dried, aging, or damaged skin and hair.

Nubian Heritage is similar to SheaMoisture with luxurious natural products made from organic ingredients all over the world. The products are inspired by ancient healing philosophies to help your skin glow and your hair shine.  Some of their products include African Black bar soap, Ivorian Cocoa Butter bar soap, Raw Shea Butter bar soap, and Indian Hemp moisturizing wash for all hair types.

The mission of Sundial Brands is to make the highest quality natural skin care products while engaging in eco-friendly, cruelty-free business tactics and supporting fair trade around the world.


The products are free of sulfates, parabens, paraffin, propylene glycol, synthetic fragrance, petrolatum, DEA, Phthalates, UREA, Mineral Oil, PABA, Synthetic color, and all other ingredients that are not beneficial to one’s health. The products are made at the factory in Amityville, NY but the raw materials come from coops throughout Africa.  By purchasing materials from coops, Sundial Brands can ensure the workers are paid a fair wage and are usually offered training.  All the materials for packing and shipping are recycled.  Products are tested on friends and family, not animals.

Sundial Brands partnered with The Liberian Education Fund for Todee Mission, which builds schools and provides access to education for girls in Africa.  Sundial Brands also supports Tigerily Foundation, a foundation that provides services for women during and after breast cancer treatment.  The company locally supports organic farming at the Sophia Garden in Amityville, NY.  To honor Rich’s grandmother, each purchase from SheaMoisture goes toward empowering disadvantaged women.

For Nyema Tubman and Richelieu Dennis, providing support for those who need it both globally and locally is a main proponent in their business model. They envisioned taking their legacies and making something beautiful that would inspire others…and they are grateful for the journey.  The two came from a place where women did not always have the same opportunities as women in America and they have not forgotten their roots.