Afro Sheen

How I Revolutionized an Industry with the Golden Rule, from Soul Train to Wall Street

De: George E. Johnson, Hilary Beard

From the creator of the iconic hair product, Afro Sheen, and the first Black company to be traded on Wall Street comes the story of multi-millionaire George E. Johnson

You might already be familiar with Afro Sheen and Ultra Sheen, but have you heard of the man behind the company that produced those products? George Ellis Johnson, Sr., the acclaimed self-made businessman—along with Hilary Beard—reveals his inspiring and captivating rise from humble beginnings to the top of the haircare industry.

At just 27 years old, after years of traveling the country and going from barbershop to barbershop, Johnson created the Johnson Products Company. JPC was the first Black-owned company to trade on a major stock exchange, the financial sponsor of Soul Train, and once considered the largest Black-owned manufacturing company in the world. At the height of its success, JPC was worth $37M (almost half a billion dollars today). In this coming-of-age story, Johnson uses the life skills and strong character built from working odd jobs as a teenager to create a business that would both nurture and advance 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 without the toxic ingredients and widely hated emulsification process.

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.

©2025 George E. Johnson (P)2025 Little, Brown & Company