How Black hair care grew Black power
Planet Money
Jan 07
How Black hair care grew Black power
How Black hair care grew Black power
Planet Money
Jan 07
The story of a groundbreaking Black-owned business unfolds through the lens of hair — not just as style, but as identity, resistance, and economic power. At the heart of it is a couple whose vision transformed an industry and fueled a cultural revolution.
George and Joan Johnson built Johnson Products Company into a powerhouse by deeply understanding the needs of Black consumers, launching transformative products like Afro-Sheen that celebrated natural Black hair. Starting from humble beginnings shaped by the Great Migration, George leveraged his experience in chemistry and business to pioneer a brand that empowered the Black middle class. The company’s support of Soul Train and its historic stock exchange listing marked milestones in Black economic history. Yet, going public diluted their control, exposing them to corporate pressures and rising competition. A failure to adapt quickly to the Jheri curl trend contributed to decline, though Joan led a notable turnaround before selling the company. Today, while the Black hair care market thrives globally, most brands are no longer Black-owned — making the Johnsons’ legacy both trailblazing and bittersweet.
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George Johnson was the maker of Afro-Sheen, a central product in Black culture and the rise of Black business.
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George Johnson learned chemistry on the job while working at a Black-owned cosmetics company.
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Dr. Martin Luther King Jr. visited George's research facility due to financial difficulties, leading to critical support from Independence Bank.
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Releasing detailed profit reports made bigger companies like Revlon realize the profitability of the Black market.
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The global black hair care market is now worth about $4 billion
