Afro Sheen

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

By: George E Johnson, Hilary Beard

Narrated by: Wintley Phipps

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, 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 (over $225 million today).

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.

Critic reviews

"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

"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

"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

"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 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

"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

"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

This book should be required reading

I loved this book! The story was so powerful and engaging it gave you hope and an outlook for success that’s definitely needed. This needs to be a movie! You will enjoy every minute and see how the struggle that they dealt with in the past we are still dealing with them today.

Please read this book!

As someone who personally benefitted from the environment and resources of JPC, I can vouch for Mr. Johnson's characterization of the company and the wonderful example he created for Black employees looking for an environment in which they could thrive. As a young professional, I simply didn't understand, at the time, how unique our experience was. In retrospect, I realize just how much my values and journey have been influenced by George Johnson and my time spent at JPC. Importantly, however, even with that being said, this book provided fascinating insights into the experiences and values that shaped Mr. Johnson and gave him the commitment he showed to his employees and to his community. Insights that I never had. I am so glad that he wrote this book!

Solid 4.5 book

A great person who lived a good life through interesting times. The book is mostly written well despite some places being dry. Very well narrated.

Inspiring Roadmap

Inspiring story with a roadmap for success, paying it forward, team building and determination that’s inspiring read for aspiring entrepreneurs.

Black Joy

I love me some Black Joy and this book was just that. I loved the narrator’s voice and cadence. I also love that the author chose to name specific streets, businesses and landmarks, as that helped me to really see the stories. Plus, I know many of these products and streets mentioned in the story. As a former Black business owner myself, this book added to my sense of Black pride and motivated me to consider how make a greater impact in my community through the creation and acquisition of businesses/companies. I highly recommend this book.

Amazingly Inspiring!

As a man from the Windy City, I had only known bits and pieces of the story behind Afro Sheen and the iconic hair care products that shaped my childhood. Reading this book was nothing short of amazing—an outstanding and inspiring journey through the legacy of George E. Johnson and the brand that revolutionized Black hair care.

Beyond the history and cultural impact, Afro Sheen is packed with invaluable business insights. As a professional salesperson, I found countless gems of wisdom woven throughout the book—lessons in entrepreneurship, resilience, and strategic growth that are just as relevant today. This is more than a story about hair products; it’s a testament to vision, determination, and Black excellence.

A masterclass in love and business.

Mr. Johnson’s story is a powerful testament to the importance of Black enterprise and love of community. The invention of Afro Sheen will continue to be an inspirational story for entrepreneurs everywhere to find beauty in the chaos of life.

This is history!

It’s also Black Excellence and I thoroughly enjoyed Mr. Johnson’s stories and life lessons. Learning of his commitment to his community is inspiring.

Great rags to richest story.

Loved the history lesson regarding one of the most successful black entrepreneurs of our time.

Must Read/Listen

I can't believe how amazing this book is. You have to get this book. Absolutely a game changer for anyone looking to start or grow a business!