George E. Johnson and the Enduring Legacy of Johnson Products Company in 2025
Born in Mississippi in 1927, George Ellis Johnson rose from humble beginnings to become a trailblazer in Black entrepreneurship. Moving to Chicago in 1929, Johnson supported his family through various jobs before joining Fuller Products in 1944, a pioneering Black-owned cosmetics company. There, he mastered product formulation and sales, setting the stage for his own revolutionary business.
In 1954, armed with just $254 and relentless determination, Johnson founded Johnson Products Company. His breakthrough product, Ultra Wave Hair Culture, and later the iconic Ultra Sheen hair relaxer, transformed Black haircare by addressing needs ignored by mainstream brands. Despite initial loan rejections, Johnson’s savvy persistence secured funding, exemplifying his entrepreneurial grit.
By 1960, Johnson Products commanded nearly 80% of the Black haircare market in the U.S., pioneering products like the Afro Sheen line during the Black is Beautiful movement. The company’s 1971 listing on the American Stock Exchange marked a historic milestone as the first Black-owned firm to achieve this feat. Its sponsorship of Soul Train embedded the brand deeply into Black cultural identity.
At its peak in the mid-1970s, Johnson Products generated over $37 million in revenue, employed hundreds, and expanded internationally to Africa, the Caribbean, and Latin America. The company also founded Independence Bank, the largest Black-owned bank in the nation, further cementing Johnson’s impact on Black economic empowerment.
Challenges, Evolution, and Acquisition
Despite early dominance, Johnson Products faced fierce competition from major cosmetics giants targeting Black consumers in the late 1970s and beyond. Profits declined, and by the 1990s, the company was acquired by Ivax Corp., later becoming part of L’Oréal USA. Yet, the Johnson Products brand remains a symbol of Black innovation and resilience in beauty and business.
George Johnson’s 2025 Memoir and AI-Driven Business Insights
At 97, George Johnson released his memoir, Afro Sheen: How I Revolutionized an Industry with the Golden Rule, from Soul Train to Wall Street, sharing candid stories of overcoming systemic barriers and pioneering products that celebrated Black identity. His guiding principle—the Golden Rule—shaped his ethical approach and community impact.
In today’s 2025 business landscape, Johnson’s legacy inspires new generations leveraging AI and automation to accelerate growth. Modern Black-owned businesses build on his foundation by:
Using AI-powered market analysis to identify underserved niches and tailor products with precision.
Automating supply chain and inventory management to scale efficiently while reducing costs.
Deploying AI-driven content creation and social media strategies to engage the creator economy and build authentic brand communities.
Forecasting cash flow and simulating financial scenarios with AI tools to navigate economic uncertainties.
Utilizing OCR and machine learning to streamline expense tracking and compliance, freeing entrepreneurs to focus on innovation.
Johnson Products’ story is not just a chapter in Black business history—it’s a blueprint for resilience, innovation, and cultural empowerment in an AI-augmented economy.
Documentary: Big and Beautiful – The Story of Johnson Products Company
Kevin "KevRoss" Ross is a music and radio industry expert. He is a 20 -plus year entrepreneur with the leading most successful industry trade publication and site Radio Facts (www.radiofacts.com). He has also published various books, magazines, performed marketing and promotions for major corporations and recording artists and he is on the advisory board of several industry organizations. This year Ross introduced his non profit organization LOMARI (Leaders of the Music and Recording Industry) to help teach young minority students how to market and manage their music and products.
