Afro Sheen - by George E Johnson (Hardcover)

About the Book

"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 [this book], 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"--

Book Synopsis

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.

Review Quotes

"Johnson's goal with this book was to inspire; his goal is solidly met... Building a business with integrity should never go out of style, and if the guidance gleaned from this realistic, rocky journey is taken to heart, perhaps it never will. Highly recommend..." --Booklist, Starred Review

"A pioneering Black entrepreneur recounts a life of invention and innovation. This detailed, anecdotal memoir of business... [is] a book full of lessons for budding entrepreneurs, wise and empathetic." --Kirkus Reviews

"Afro Sheen is the fascinating story of a man whose personal story of building a beauty empire, and becoming one of the most consequential figures in Black America, is also a powerfully rendered story of 20th century Black life. His journey and ascent is compelling, he offers rich insight and riveting stories, as well as deep reflection on the transformations in Black culture, politics and community. A necessary read for anyone interested in the 20th century."--Imani Perry, 2022 National Book Award for Nonfiction Winner

"This is the great American success story that every Black entrepreneur should read." --Anthony Dickey, Refinery29 Top 10 Curly Stylist in the World

"What an exceptional story! George Johnson is an extraordinary entrepreneur, businessman, and civic leader... Afro Sheen is a must read for every leader who believes in the idea of equity and economic justice."--John W. Rogers Jr., Founder of Ariel Investments

"When success seems impossible or improbable, this book will give you hope."--Wintley Phipps, President and Founder of the US Dream Academy

"George Johnson and my Dad were friendly competitors. We admired the glamorous images, the striking packaging, the genius of Soul Train and the Business Professionalism he brought. As the Father of our industry, Mr. Johnson set a standard of excellence we all strove to achieve. The DNA of the Johnson Products Business Systems can be found in every successful company in the Industry today." --Gary Gardner, former President, Soft Sheen Products, Inc.

"Afro Sheen is more than a memoir; it's a masterclass on resilience, vision, and the power of faith in action. George Johnson's story is a powerful testament to the heights we can reach when we stand firm in our principles and commit to lifting others as we rise."--Dr. Robin L. Smith, New York Times bestselling author and media personality

"I want to say to my friend, George Johnson, thank you! What you did for us when Essence published our first issues in 1970 was a game changer. Your products were the mainstay that enabled the magazine to survive during our first year. As a businessman, what you accomplished for our community was monumental. You created opportunity, you created jobs, you created wealth. Thank you!"--Ed Lewis, Co-founder of ESSENCE Magazine

"What George E. Johnson's story invites is a model for business with a moral compass and a roadmap for success that lifts up the community as it moves higher and higher. Johnson's story inspires us to keep dreaming, keep pushing, and keep serving with kindness, class, and soul."--Rev. Adriene Thorne, Senior Pastor of the Riverside Church

"Afro Sheen is a deeply personal, engaging account from an American business legend, and fills in the blank on the history of 20th century Black entrepreneurs." --Margot Lee Shetterly, New York Times bestselling author of HIDDEN FIGURES

"Afro Sheen is a testament to how George Johnson's faith inspired him to do good while doing well. In its pages, we learn how his adherence to "The Golden Rule" helped me and so many others to achieve their entrepreneurial and personal goals. There is no book big enough to contain all he has done in life."--Tom Burrell, author of BRAINWASHED: CHALLENGING THE MYTH OF BLACK INFERIORITY

"I am eternally indebted to George Johnson. He was the foundation of my career. Without his belief, wise counsel, and support of me in my early life, my future would not have been the same." --Reverend Jesse Jackson

"George Johnson's Afro Sheen offers an insightful look into his background, motivations, and values. His openness and honesty serve as a masterclass in building a successful business. Read with caution--you may find yourself continually inspired to replicate his success in today's marketplace."--Ursula Dudley Oglesby, President of Dudley Beauty Corporation

"Johnson's story exemplifies entrepreneurial success and underscores his role in championing Black culture and community upliftment. His memoir offers valuable lessons on resilience, mentoring, strategic thinking, and community impact, making it an essential read for those seeking inspiration from a transformative era in American business history."--Hermene Hartman, Talk Show Host of NDIGO STUDIO

About the Author

George Ellis Johnson is the founder of the Johnson Products Company, the maker of Ultra Sheen and Afro Sheen, the first Black-owned company to trade on a major stock exchange, the financial sponsor of Soul Train, and once likely the largest Black-owned manufacturing company in the world. Known for his generosity around Chicago and nationally, Johnson has received numerous honors for the philanthropic contributions of the George E. Johnson Foundation and the George E. Johnson Educational Fund, which awarded more than 1000 college scholarships. In 1964, he co-founded Independence Bank, the first Black-owned financial institution to operate in Chicago in more than 30 years after the Great Depression, and became its chairman. He served on the boards of the Chicago Urban League, Commonwealth Edison, Lyric Opera of Chicago, MetLife, Northwestern Memorial Hospital, Northwestern University, and Operation PUSH. The recipient of nine honorary doctorate degrees, including several from HBCUs, Johnson received the Harvard Medal, Stanford Graduate School of Business's Marketing Man of the Year recognition, and Chicago Mayor Harold Washington's Lifetime Achievement Award. In 1999, the Wall Street Journal included him in its Special Report "10 Who Made a Difference: The minds that transformed entrepreneurship in the 20th century."

Hilary Beard has been a book collaboration specialist helping leaders, visionaries, creatives and gamechangers amplify their voice to empower humanity, for more than 20 years. The author of 20 books and published by each of the Big Five publishers, Hilary's clients have included Venus and Serena Williams, Angela Bassett and Courtney B. Vance, NASA's Katherine Johnson, and Johnson Products' George E. Johnson. She will also consult creatively on a Hollywood A-list actor's rendition of Mr. Johnson's story. Well versed in African American health, life, history and culture, Hilary has won two NAACP Image Awards--for Health First: The Black Woman's Wellness Guide and Promises Kept: Raising Black Boys to Succeed in School and in Life. Her award-winning young adult books include The Burning: Black Wall Street and the Tulsa Race Massacre of 1921, Reaching for the Moon: The Autobiography of NASA Mathematician Katherine Johnson, and We're in This Together by political organizer Linda Sarsour. A native of Cleveland, Ohio, Hilary graduated from Princeton University and lives in Philadelphia.