Afro Sheen

The inspiring and resilient story of George E. Johnson, creator of the iconic Afro Sheen and the first Black-owned company to be traded on Wall Street You might already be familiar with Afro Sheen and Ultra Sheen, but have you heard of the man behind the company that produced these products? In Afro Sheen, George Ellis Johnson, the acclaimed self-made businessman, reveals his inspiring and captivating rise from humble beginnings to the top of the haircare industry. At just twenty-seven years old, Johnson created the Johnson Products Company. JPC was the first Black-owned company to trade on a major stock exchange, became the financial sponsor of Soul Train, and was once considered the largest Black-owned manufacturing company in the world. At the height of its success, JPC was worth $37 million (over $225 million today). In this coming-of-age story, Johnson uses the life skills and strong character built from working odd jobs as a teenager and practicing the Golden Rule to create a business that both nurtures and advances the Black community. Without a formal education, he filled a gap in the Black haircare industry and created a high-quality formula for straightening hair and the iconic Ultra Sheen and Afro Sheen products that supported Black people in expressing their authentic beauty. For decades, Johnson has been an inspiration to Black entrepreneurs, setting an example of Black wealth and providing a safe space for Black people to work. Afro Sheen is a timely, impassioned look at both an industry and cultural moment. Johnson’s impact is finally on full display, as he brilliantly highlights how having perseverance and a daring vision can create both change and a lasting legacy. When ad agencies wouldn’t place advertisements featuring Black models, Johnson purchases a small television show that is on black and white tv, brings it to color tv, and displays his powerful Black-is-Beautiful advertisements. The show is known as Soul Train. Ultimately, Johnson loses the company to his wife in a divorce settlement. She sells off products to Wella, Proctor & Gamble, and L’Oreal—and they are still available today worldwide. The couple remarry a few years later.