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, after years of traveling the country and going from barbershop to barbershop to sell his products, 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.

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.

• "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 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
• "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
• "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
• "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
• "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
• "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
• "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
• "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
• "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
• "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.
• "When success seems impossible or improbable, this book will give you hope."
  Wintley Phipps, President and Founder of the US Dream Academy
• "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
• "This is the great American success story that every Black entrepreneur should read." 
  Anthony Dickey, Refinery29 Top 10 Curly Stylist in the World