George E. Johnson: The Visionary Behind Afro Sheen Finally Tells His Story

His story will finally be told — and it’s one that helped shape Black enterprise in America.

At 97 years old, George E. Johnson, the pioneering entrepreneur who changed the landscape of the beauty industry with Afro Sheen and Johnson Products Company, is preparing to release his long-awaited memoir, Afro Sheen: How I Revolutionized an Industry with the Golden Rule, from Soul Train to Wall Street (ABC News).

The upcoming book chronicles Johnson’s extraordinary journey—from a humble beginning in Chicago’s South Side to becoming the first Black businessman to lead a company publicly traded on the American Stock Exchange. Co-written and edited by author Hilary Beard, the memoir explores how Johnson used perseverance, faith, and innovation to build an empire that defined both style and self-determination for generations of African Americans.

---

From a $250 Dream to a Global Brand

Johnson’s story begins in 1954, when he and his late wife Joan Johnson started Johnson Products with just $250 in capital. From that modest investment grew a beauty giant whose products would become household staples across America and beyond (Black Enterprise).

Initially developing hair-care products in his kitchen, Johnson’s first breakthrough came with the creation of Ultra Sheen, a hair relaxer formulated specifically for textured hair. But it was Afro Sheen, launched during the Black pride movement of the late 1960s, that became a cultural touchstone. The brand symbolized empowerment, encouraging people of color to embrace their natural hair with confidence.

By the 1970s, Johnson Products had become the world’s largest Black-owned manufacturing company, with millions in annual revenue and distribution deals that reached across the United States, Africa, and the Caribbean (The New York Times).

---

Cultural Legacy: From Soul Train to Wall Street

The Johnsons were not only business innovators but cultural icons. Their company made history as the first Black-owned business to sponsor a national television show—the legendary Soul Train. Through that partnership, Afro Sheen commercials became an indelible part of Black cultural memory, featuring slogans like “For the natural look that stays natural.”

“Being a part of Soul Train wasn’t just about marketing,” Johnson once said in a 1974 interview with Ebony. “It was about showing our people on screen—beautiful, confident, and proud of who they are.”

Their company’s success broke barriers in corporate America. In 1971, Johnson Products became the first Black-owned company listed on the American Stock Exchange, marking a watershed moment for Black capitalism and representation in finance (Forbes).

---

A Love Story and a Partnership in Purpose

Behind the brand’s success was a partnership built on shared vision and trust. Johnson’s wife, Joan B. Johnson, who passed away in 2019, was not only his co-founder but also the heart of the company. Their son, Eric Johnson, reflected on his mother’s impact in an interview: “My dad could come up with brand names and products, but my mom brought the culture of integrity to the company. People trusted her—they believed in her leadership and her fairness” (Chicago Tribune).

Together, George and Joan created not just a company, but a community. They sponsored scholarships, supported Black media outlets, and hired young professionals from underrepresented backgrounds, helping to nurture the next generation of Black business leaders.

---

The Memoir: A Spiritual Calling

Johnson revealed that the decision to write his memoir came as a moment of divine clarity. “I had an epiphany on Sunday morning, November 21, 2021,” he recalled in a statement shared with ABC News. “In that experience, I clearly heard five words: ‘You must tell your story.’ I believed it was the voice of the Lord. I made a 180-degree turn and immediately sought a writer.”

The memoir promises to go beyond business milestones, delving into the personal trials and triumphs that shaped Johnson’s faith and philosophy. Guided by what he calls “the Golden Rule,” Johnson has long credited his success to honesty, generosity, and the belief that “doing right by others” would lead to sustainable prosperity.

---

A Legacy That Still Inspires

As of 2025, Johnson’s impact continues to resonate. The haircare empire he built paved the way for contemporary Black-owned beauty brands such as Mielle Organics and Pattern Beauty, which credit pioneers like Johnson for opening the doors (Essence).

The upcoming memoir, to be published by Little, Brown and Company on February 4, 2025, stands as both a reflection on a historic career and a roadmap for future generations of entrepreneurs.

“George Johnson’s work wasn’t just about creating products—it was about creating possibilities,” Forbes wrote in a retrospective on Black business pioneers. “He helped redefine what ownership and representation could look like in America.”

---

With his story finally reaching readers, George E. Johnson reminds us that the road from the South Side of Chicago to Wall Street is paved with courage, faith, and an unwavering belief in one’s community. His legacy is more than corporate success—it’s a testament to the power of purpose and perseverance.