Afro Sheen

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

By: George E. Johnson, Hilary Beard - contributor

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.

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

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

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.

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!

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.

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!

George is amazing! This book is amazing!

This so full of history & so many gems. I’m so thankful George wrote this book! What a life!!

inspirational, transparent

What an inspiring story. Stay true to God and the pah he has placed you on and He will keep and protect you.

Excellent, excellent, excellent book!

The book gives a clear and detail picture of George E. Johnson’s life and Johnson Products Company, and what he discussed is food for life and business.