Built on Faith: The Story of Afro Sheen’s Founder

He’s known as a pioneer, a visionary, and a man who turned $500 dollars into a multimillion-dollar empire. He’s 98-year-old George E. Johnson, the man who revolutionized hair care for African Americans with his product line, Afro-Sheen.

George says, “I feel the Lord was with me from the moment I came in this world, obviously. Because He’s given me so many blessings.”

From the start, George built his company on Christian principles, based on one simple rule.

George says, “The Golden Rule is what it says, do unto others as you would have others do unto you. In my view, the Golden Rule is grounded in love.”

Born on June 16th, 1927, in Richton, Mississippi. George’s life was shaped by faith, sacrifice, and hard work.

George recalls, “I was born in a three-room shack. My mother brought me to Chicago when I was two years old, and that was a blessing, to take me out of Mississippi. My mother was fortunate enough to get a job at Michael East Hospital, a half a block from where we were living in a rooming house.”

His father stayed behind in Mississippi while George’s mother raised him and his older brother in Chicago. Her job provided the essentials, anything extra was up to George and his brother to earn, sparking the entrepreneurial spirit God was forming in George.

George remembers, “Dug in the garbage cans and pulled out milk bottles, pulled out paper. I got a penny for a pound of paper. I wanted to make money to help my mother. She got the biggest share. I kept what I needed to buy candy, go to the movies.”

Even as a boy, George carried a deep desire to be close to God. As a child visiting his father in Mississippi, George accepted Christ and was baptized in the Mississippi River, a moment that left a lasting impression.

George says, “They dumped me under water cold as it was. I had to accept him. Because He warmed me up from that cold water. I always had that feeling that the Lord’s arm was around my shoulder guiding me.”

Determined to have a better life, George left high school in the 11th grade and started selling hair care products door to door for S.B. Fuller, a successful Black entrepreneur.

George says, “Working for Mr. Fuller was like getting a degree in psychology and business and business administration.”

By his mid-twenties, George was working multiple jobs to provide for his wife, Joan, and their two children. One job had him working with a chemist, learning skills that would give him a life changing opportunity. It came in 1954, when a Chicago barber shared with him a problem – his hair product was burning scalps.

George explains, “I looked at the product he was using, and it was obvious right away that the product was separated and it should have been emulsified. So, he said, can you do it? I said, I think we can try.”

At just 26 years old, George stepped out in faith to start his business. He took out a $250 loan and was given another $250 to start Johnson Products. His first creation Ultra Wave Hair Culture, a line of hair straighteners for men.

George recalls, “When I got everything, I needed to make a batch of this new formula. I had spent $499 $1 left. Imagine that. I did not know that they would become the icons they were.”

By 1966, his new product, Afro Sheen had become a household name promoting health and pride among the African American community.

George says, “Seeing how other companies are growing their business by advertising on television, that was the strongest medium available, and it was powerful.”

George laughs, “One of the best ones. One two wazuri. Use Afro Sheen. Beautiful people use Afro Sheen.”

George shares, “We showed black people at their best and young people at their best.”

George says, “Soul Train took JPC from 12.2 million to 37 million in five years.”

Johnson Products became the first Black-owned company listed on the American Stock Exchange. George also implemented profit sharing for his employees, something most companies didn’t do.

George says, “My feeling was that they helped me make the money. Why shouldn’t they share it?”

There were challenges, however. As popular style trends shifted in the early 80’s, the company faced competition and profit loss. George held onto his faith, and pivoted with the help of his son, Eric. Then in 1993, Johnson Products was sold for 67 million dollars. After the passing of his first wife Joan, George found love again and married Madeline Murphy Rabb in 2022.

Through the George E. Johnson Foundation, he has awarded more than 1,000 scholarships, inspiring generations of future entrepreneurs. His remarkable story is told in his memoir, Afro Sheen.

George says, “I asked the Lord to give me wisdom, vision, knowledge, and understanding. If you stay close to the Lord, you can do anything you want to do. Get close to the Lord. The Lord favors those who love him.”