George E. Johnson, founder of Johnson Products Co., has long been a significant figure in the Black community, evidenced by the notable visitors to his manufacturing facility in Chicago during the 1960s, including Nobel laureate Ralph Bunche, boxing champion Muhammad Ali, and the then president of Liberia, William Tubman.
However, none were as impactful to Johnson as the visit from Rev. Martin Luther King Jr., who famously remarked during his tour of the facility, “Now this is Black power!” Johnson’s vision for his company was rooted in empowerment; he established the headquarters in a visible location along the Dan Ryan Expressway at 8522 S. Lafayette Ave. to inspire Black Chicagoans by showcasing a successful, Black-owned business.
“I wanted it to be a challenge,” Johnson stated in a recent interview. “I wanted people to know that it was Black-owned. It was sitting right there in plain sight. You couldn’t miss it, and you couldn’t deny it.”
King’s presence is a pivotal moment highlighted in the first chapter of Johnson’s memoir, “Afro Sheen: How I Revolutionized an Industry with the Golden Rule, from Soul Train to Wall Street,” published in February. This book details not only the inception of iconic products like Ultra Sheen and Afro Sheen but also captures Johnson’s remarkable ascent from poverty to prominence.
Throughout his life and career, Johnson made significant strides, becoming the first Black-owned business to trade on Wall Street, financing the influential television program “Soul Train,” and co-founding Independence Bank, which would later be known as one of the largest Black-owned banks in the United States. At the core of his achievements, however, remains a deep commitment to uplift others in the Black community.
“When you help people, people will help you,” Johnson remarked, emphasizing his belief in treating others as he wished to be treated. “And if you serve them well, they’re going to make your business successful.”
Today, as he approaches his 98th birthday, Johnson reflects on his journey that began with an epiphany in 2021, compelling him to share his story.
While relaxing at home, he claimed he heard a clear directive: “You must tell your story.” This inspiration led him to collaborate with co-writer Hilary Beard, who conducted interviews to shape the narrative of Johnson’s life, thus providing insight into the broader context of Black America and its struggles.
Born in Mississippi in 1927, Johnson experienced pivotal American historical events, including the Great Depression, the Great Migration, segregation, and the Civil Rights Movement. During his career, he engaged with various influential individuals from Chicago, including S.B. Fuller, Don Cornelius, and Mayor Harold Washington. In a notable event during 1966 at the cafeteria of Johnson Products Co., King and Rev. Jesse Jackson launched Operation Breadbasket, an initiative aimed at enhancing the economic standing of Black Americans.
Beard, who is based in Philadelphia, described Johnson as a trailblazer whose life has captured the essence of untold and suppressed Black history. “I really want to emphasize what a groundbreaker and trailblazer he was and how important his innovations were for Black people to access the mainstream workplace,” she stated.
The memoir reads like a captivating film, marked by drama and intrigue, particularly with Johnson’s rivalry with Orville Nelson, a Chicago barbershop owner and his former partner. Their relationship soured after they initially joined forces to improve a formula for chemically straightening Black men’s hair in 1953. Despite their split, Johnson’s creativity and resolve led him to establish Johnson Products Co. independently, supported by his first wife, Joan.
Together, they launched products including Ultra Wave Hair Culture for men and Ultra Sheen Relaxer for women, which propelled the company to new heights, particularly during a time when Black Americans faced pressure to conform to white standards in professional settings.
Johnson’s business model included generous benefits for his predominately Black workforce, such as health insurance, substantial paid sick days, four-day holiday weekends, and maternity leave, which were unrivaled at the time.
Though he encountered systemic racism throughout his career, which manifested in banks denying loans and stores refusing to carry his products, Johnson remained undeterred. “I was never afraid of failure,” he said, reflecting on the challenges that shaped his resilience.
As the 1970s arrived, Johnson embraced and responded to the evolving attitudes within the Black community, which saw a revival of natural hairstyles. To support this cultural shift, he developed products like Afro Sheen, enlisting Black advertising firms in Chicago to create marketing campaigns that resonated with consumers.
Innovative advertising by Vincent Cullers and Tom Burrell showcased positive representations of Black life, promoting familial love and professional success, aligning with themes of Black pride and the cultural movement that celebrated the notion that “Black is beautiful.”
Burrell praised Johnson’s profound contributions to the community and his collaboration with Black-owned businesses and activists, underscoring his generosity of spirit and commitment to help others succeed.
John W. Rogers Jr., co-CEO of Ariel Investments, echoed Burrell’s sentiments, recalling Johnson’s mentorship and influence. Johnson had developed close ties with Rogers’ family and extended invaluable guidance to many aspiring entrepreneurs.
“When you’re trying to build a business, access to customers is just as important as access to capital,” Rogers stated, recognizing Johnson’s broad impact.
Johnson’s philanthropic efforts also included supporting the Chicago Urban League, funding college scholarships, and nurturing young entrepreneurs and cultural organizations, which he viewed as essential to the empowerment of the Black community.
However, Johnson’s stewardship of Johnson Products Co. came to an end in 1989 following a divorce that led him to relinquish control of the company to Joan, who later sold it to Ivax Corp. The couple eventually remarried and remained together until her passing in 2019.
Reflecting on his life experiences, Johnson admitted that recounting his personal mistakes, including infidelity, was the most challenging aspect of writing his memoir.
His current wife, Madeline Murphy Rabb, has provided him solace throughout this reflective journey, stating that understanding his full story deepens their bond.
Today, Johnson is heartened by the successes of contemporary Black entrepreneurs but is deeply troubled by recent political efforts against diversity, equity, and inclusion initiatives.
“It breaks my heart what’s going on now,” he said. “It is hard for me to even believe that people can willfully do what’s being done now. I won’t be around to know how it comes out, but I’m concerned about the future. I’m very concerned.”
Johnson’s legacy serves not only as a reminder of the strides made in Black entrepreneurship but also as a source of guidance for future generations.
Tom Burrell emphasized the importance of figures like Johnson, whose journeys can inspire today’s youth to persevere in the face of adversity.
image source from：https://chicago.suntimes.com/books/2025/06/10/george-johnson-afro-sheen-memoir-chicago-soul-train
