Unilever has announced it will buy Sundial, the personal care company based in Amityville, NY.

Sundial makes the SheaMoisture, Nubian Heritage and Madam C.J. Walker brands, which appeal to a multi-cultural demographic. It has been reported that the company generates more than $200 million a year. Sundial founder, Richelieu Dennis, is expected to stay with the company, which will operate as a stand-alone unit.

Sundial made headlines in 2016 with its #Breakingthewalls campaign, which exposed retailers’ antiquated practice of merchandising products for diverse demographics in a separate aisle from other products.

Consumers, Richelieu has said, “have stood up and forced the conversation down a path it was not on previously on and now retailers and brands are starting to accelerate how to serve them,” meaning that multicultural items are beginning to be desegregated from others.

Bain Capital took a minority stake in Sundial Brands in September 2015. It was reported at the time that Sundial was valued at $700 million, with approximately $200 million in sales.