
Afro Sheen
How I Revolutionized an Industry with the Golden Rule, from Soul Train to Wall Street
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Narrated by:
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Wintley Phipps
About this listen
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.
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Horrible Representation
- By Kwana Nicholas on 04-05-25
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Bits and Pieces
- My Mother, My Brother, and Me
- By: Whoopi Goldberg
- Narrated by: Whoopi Goldberg
- Length: 6 hrs and 43 mins
- Unabridged
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Overall
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Performance
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Story
If it weren’t for Emma Johnson, Caryn Johnson would have never become Whoopi Goldberg. Emma gave her children the loving care and wisdom they needed to succeed in life, always encouraging them to be true to themselves. When Whoopi lost her mother in 2010—and then her older brother, Clyde, five years later—she felt deeply alone; the only people who truly knew her were gone. Emma raised her children not just to survive, but to thrive. In this intimate and heartfelt memoir, Whoopi shares many of the deeply personal stories of their lives together for the first time.
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Outstanding, funny heartfelt, and toughing. life lessons
- By auntduke on 05-07-24
By: Whoopi Goldberg
This book should be required reading
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Please read this book!
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A masterclass in love and business.
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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.
Amazingly Inspiring!
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Must Read/Listen
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George is amazing! This book is amazing!
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inspirational, transparent
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Excellent, excellent, excellent book!
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