With over 400 products, we have something for everyone The ethnic hair care brand experienced a 7 percent increase in sales between 2011 and 2012. Although the company refused to release the price of the acquisition, industry analysts estimated it at more than $160 million. She recently announced a new alliance to provide Black-owned stores access to products […] Unit price / per . ... and you are verifying that you are 13 years of age or older. It is the world's largest cosmetics company and has developed activities in the field concentrating on hair colour, skin care, sun protection, make-up, perfume, and hair care. We knew Kelly Rowland was just the face for Dark & Lovely. I have been a loyal customer for over 35 years. Hair care companies of that time catered almost exclusively to the Caucasian market, and non-Caucasians essentially had to make do with products that were not chemically designed for their hair. It acquired 66 percent of Dyke and Dryden, Ltd., a London-based manufacturer of ethnic hair care products and the largest black-owned business in Europe. The company that helps many black women maintain their hair is actually owned by L’Oreal USA, which is owned by the parent Parisian company L’Oreal Group. at Softsheen-Carson continue this legacy, and have committed to stopping at nothing to give our consumers the largest Once the Soft Sheen acquisition was complete, L'Oreal began strategizing how to best grow its new subsidiary and expand its beachhead in the ethnic market. Their interim leader Terri Gardner, however, was no mere figurehead. … 14 on the List and One of the Most Successful Black Businesses in Business History. Source: International Directory of Company Histories, Vol. ... 7 Black-Owned Head Wrap Lines You Should Be Rocking. Our unique and dedicated team of scientists and biologists has allowed us to develop advanced and extensive knowledge, Dark and Natural Permanent Men's Hair Color For Black Men by Magic Shave. * … Apparently, it’s still pretty popular since most major retailers have it in stock. We believe that everyone should be able to celebrate his or her own beauty with both confidence and Under the terms of the agreement, Terri Gardner remained on as president of the Soft Sheen division and also became a member of Cosmair's executive committee. Although there was no change in ownership, the company's decision-making process did result in a change in leadership. Subscribe & Save Home For Black & African-American Haircare & Skincare by SoftSheen Carson. DESCRIPTION. Black Owned Business. Take 20% Off Your First Order! By signing up, I agree to receive emails from Soft-sheen Carson and other L'Oréal brands and programs. I like that you didn't have to scrub the … AUDIENCE INSIGHTS + EXPERTISE. Black Owned Business. Care Free Curl was a solution that dramatically reduced the amount of time it took to relax hair--from almost eight hours to only two. This acquisition was the largest one of its kind ever recorded and put L’Oreal in the Afro Hair Care market big time, plus they now own the Dark and Lovely line. Store Locator … For over 110 years Softsheen-Carson has provided beauty to all consumers of African descent with innovative, tailor-made, superior products and services. SoftSheen-Carson Magic Fragrant Shaving Powder If you like how your legs feel when they're freshly shaven but don't like the hassle of actually shaving, there's a viral TikTok product for that. In early 1999, the company unveiled Frizz Free, an anti-frizzing product that contained conditioners and oils to combat dryness and damage. Find many great new & used options and get the best deals for 2 Softsheen Carson Dark & Natural 5 Minute Men's Hair color - NATURAL BLACK New at the best online prices at eBay! The 46-year-old Softsheen brand was acquired by L’Oreal in 1998 and merged with another minority brand, Carson Products. Another major product introduction soon followed. Razorless Shaving for Men by SoftSheen-carson Magic Skin conditioning Shaving Powder, with Vitamin E and Aloe, Formulated for Black Men, Depilatory, Helps Stop Razor Bumps, 4.5 Ounce 26 Reviews Price SoftSheen-Carson is one of the world's leading makers of ethnic hair care and beauty products. The company sells its products to salons, beauty supply houses, and such retailers as drug stores and department stores. ... 7 Black-Owned Head Wrap Lines You Should Be Rocking. Target recognizes Black owned and founded brands as U.S. based enterprises that are at least 51% Black owned, operated and controlled. Provides a clean, razorless shave that lasts up to 4 days. The 46-year-old Softsheen brand was acquired by L’Oreal in 1998 and merged with another minority brand, Carson Products. Finally, we can read about how these great companies came about with Company Histories.. Hi, Beautiful! This was the go-to comb-out product from SoftSheen-Carson for ’fros large and small back in the day. Terri had previously served as Soft Sheen's executive vice-president of advertising, as well as president of Brainstorm Communications, the company's ad agency. Product Description. It acquired 66 percent of Dyke and Dryden, Ltd., a London-based manufacturer of ethnic hair care products and the largest black-owned business in Europe. Home For Black & African-American Haircare & Skincare by SoftSheen Carson. These operational shortcomings, along with adverse market conditions, put the brakes on Soft Sheen's sales growth. Mar 31, 2018 - For decades, the hair care industry in the Black community has been dominated by Asian entrepreneurs and larger corporations like Strength of Nature and L’Oréal. Soft Sheen was founded in 1964, in the basement of a home on the south side of Chicago. Compare. Meanwhile, Gardner continued giving Soft Sheen a makeover, with many of her efforts focused on improving customer relations. 14 on Black Enterprise's "45 Great Moments in Black Business History" series. ... 11.96. About Our Story Blog Connect. Home For Black & African-American Haircare & Skincare by SoftSheen Carson. One black-owned dry cleaner in all of the Chicago area, about two-and-a-half miles from home, in a mostly African-American West Side neighborhood. 'Going forward, this opportunity will magnify Soft Sheen's success on multiple levels,' she observed. She also hired a third-party company to maintain inventory and positioning of Soft Sheen's products in retail stores. Both brands have had a strong hold on the “ethnic” beauty market especially after acquiring numerous brands from Motions to Softsheen-Carson. With our system, you earn rebates purchasing the products that you normally buy elsewhere. Sportin' Waves Gel Pomade goes on … About Our Story Blog Connect. This No-Lye relaxer is infused with shea butter, jojoba, and avocado oil to give moisture, shine, strength, softness, and volume to hair. Frizz Free was the first frizz control product made specifically for ethnic women by an ethnic hair-care products company. Click Here To Read The Rest At The Atlanta Post As Hello Beautiful previously reported, in September, two women filed a $5 million class action lawsuit against L’Oréal and its hair care brand SoftSheen-Carson claiming SoftSheen-Carson Optimum Amla Legend No-Mix, No-Lye causes hair loss and scalp burns. Black Beauty and Hair. The innovative product was a phenomenal success. Softsheen and Carson had a similar and powerful vision: to help people of color celebrate their unique, highly Discount Code: 20%OFF. Black Owned Brands Gift Card Blog About us SELL YOUR PRODUCTS Sign in; Create an Account; Sta Sof Fro Rub On Tube 5 Oz. The 46-year-old Softsheen brand was acquired by L'Oreal in 1998 and merged with another minority brand, Carson Products. Soak It Up Oil Cocktail 4.1 FL OZ Next Dark And Lovely Au Naturale Curl Refresher Spray 8.5 oz. Products 1-2 of 2. See how we make shopping for wellness even easier. Despite hip-hop’s lyrical mentions of the brand, the name is based on the song ‘Jimmy Jazz‘ by punk rockers The Clash. We see them around but we don't know what goes on behind the scenes. Find the best hair care, skincare, hairstyling & hair color for black men & women. Marie’s Beauty Supply is a family owned/run business. Free shipping for many products! By: $2 98 $2.98. Price: $3.89. It’s no secret: the black hair care industry is big business. ... and you are verifying that you are 13 years of age or older. Attendees will enjoy an afternoon of fitness and fun with a Caribbean inspired workout from dance instructors Tavia and Tamara, Founders of BrukWine, along with YouTube personality and Dark & Lovely Brand Ambassador, Tiarra Monet, who will set the stage for the event hosted live on the Brukwine Instagram page (@Brukwineaddiction).The brand has also announced that it will match donations up … This sign up is for US consumers. L'Oréal holds 10.41% of the shares of Sanofi-Aventis, the world's number three and Europe's number one pharmaceutical company.The Laboratoires Innéov is a joint venture in nutritional cosmetics between L'Oréal and Nestlé; they draw on Nestlé's knowledge in the fields of nutrition and food safety.. Corporate social responsibility The 46-year-old Softsheen brand was acquired by L’Oreal in 1998 and merged with another minority brand, Carson Products. In fact, retailers account for approximately 75 percent of its sales, and salons for 20 percent. Regular price $5.99 African Pride Shea Miracle Curl Styling Custard. SoftSheen-Carson has been transforming all the consumers of African descent with a plethora of beauty products by customizing them as per their needs. Cookies and related technologies are used for … reason, all of the beauty products developed at the Softsheen-Carson laboratories are specifically dedicated and adapted array of scientifically advanced beauty tools. individual looks and styles, through the most innovative products, that have been specially designed for their needs. By signing up, I agree to receive emails from Soft-sheen Carson and other L'Oréal brands and programs. ... Jet Black. We are committed to being the world leader in afro-specific hair care, and continue to focus all of our energy on That is, until the natural hair movement gained momentum and brought about a … Its founders, Edward and Bettiann Gardner, began the business when they became aware that there was a decided lack of hair care products formulated for people of color. Softsheen Carson Dark and LovelyReviving Colors Hair Color Radiant Black #391 - 1 kit. Meanwhile, Soft Sheen continued to introduce new products. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Previous SoftSheen-Carson Dark and Lovely Au Naturale Moisture L.O.C. that are guaranteed to provide astonishing results. Black-Owned Beauty is a unique way to shop online. The popularity of Care Free Curl drove revenues up at an almost unbelievable pace, from $500,000 in 1979 to $55 million by 1982. In 1987, Soft Sheen moved to compensate for diminishing domestic sales by expanding its presence in overseas markets. About Softsheen Carson. Softsheen Carson Care Free Curl Protective Polymer Pre-Treatment 473ml is a light pink blend of conditioning proteins and a special polymer that protects and prepares the hair for the rearranging of... Add to Wish list. Free Shipping Over $100. 10. With over 400 products, we have something for everyone Choose Options Add to … One key plaintiff, Dorothy Riles, who has been forced to wear a wig, claims the relaxer left her with bald patches, burns and scabs. Soak It Up Oil Cocktail 4.1 FL OZ Previous Doo Gro Jamaican Black Castor Oil Hair Masque 6 oz Next SoftSheen-Carson Dark and Lovely Au Naturale Anti-Shrinkage Sheen Sealing Nectar, 5.75 oz The company expected its global expansion to drive sales up to $150 million by the middle of the 1990s. BLACK, WOMAN-OWNED BUSINESS LEADER NAMED TO CRAIN’S NOTABLE ENTREPRENEUR 2019. 12 Ways To Style Your Natural Hair For Bedtime. She developed new packaging options that helped retailers better manage their inventories, and upgraded the company's computer system to facilitate electronic customer communication. Shop By Brand ... SOFTSHEEN-CARSON. Target recognizes Black owned and founded brands as U.S. based enterprises that are at least 51% Black owned, operated and controlled. Interesting? Black Owned Business. She estimates that up to 80% of revenue of white-owned Hennessy cognac comes from Black consumers but the company has no Black distributors or suppliers and does not advertise in Black-owned media. The black women running it are bringing the original vision back to life and driving that meaning home. Dark and Natural Permanent Men's Hair Color For Black Men by Magic Shave. In early 1996, Gary Gardner resigned from his post as Soft Sheen president. DESCRIPTION. 'This past year, we took some time to tend to our operations and our physical plant to make sure that we were efficient,' she said, adding, 'For 1997, we will have some major new product introductions. ... Softsheen Carson Precise No-Lye Original Relaxer Twin Pack. In the middle of Soft Sheen's astonishing growth spurt, Edward and Bettiann Gardner turned the company's presidency over to their oldest son, Gary. Copyright (c) 2019 Company-Histories.com. 4th Ave Market is an online Superstore for professional quality hair, beauty, and personal care products. BLACK BOX BEAUTY SUPPLY Your Online Beauty Source. We opened our doors on May 27th 2016 in Maryland on Central Avenue. The increased consumer use of gels, sprays, and moisturizers, in tandem with the continued sales growth of the Care Free Curl and Optimum Care lines, elevated Soft Sheen's sales to $87.2 million in 1989. This site is intended for US consumers. In a September 1998 interview with Black Enterprise, Gardner explained the company's decision to join L'Oreal. Hi, Beautiful! She recently announced a new alliance to provide Black-owned stores access to products […] only a slight increase over 1996, despite new product introductions and improvements in operational efficiency. ... Softsheen Carson: Color: Radiant Black: UPC: 075285003305: Softsheen Carson Dark and Lovely Reviving Colors Hair Color Radiant Black #391 - 1 kit. The company had also lagged in product development, not introducing a major new product for more than two years. Its 200-plus products include shampoos, conditioners, relaxers, perms, and gels. Soft Sheen's research and development staff were to be included as part of the new facility. unique. Here, we included a list of 10 independently, black owned businesses that continue to fuel the ever-evolving market for black hair care products. The 27-year-old Gary Gardner had been involved with Soft Sheen since its earliest days, when he and his siblings helped their parents by filling shampoo bottles. SoftSheen-Carson Dark and Lovely Au Naturale Anti-Shrinkage Coil Moisturizing Souffl Treat your curls and coils to Coil Moisturizing Souffl, a moisturizing delight with a low crunchless hold that instantly defines and softens tight curls and coils. black hairstyles, black hair magazine, black hair, african american hair, ... Everything You Need To Know About Softsheen-Carson’s Professional Hydra Steam System. Our goal is to serve our community the best way we can … In the fall of 1997, the company launched Alternatives, a line of relaxers and styling products designed for younger women who varied their hairstyles from day to day. Discover hair care & hair color products for black, natural hair by Dark and Lovely. In May, the family hired a financial advisory firm to review Soft Sheen's options, prompting a flurry of rumors that the company was for sale. 'We grew so fast, we were afraid the franchise would be taken away from us,' Gardner said in a February 1991 interview with USA Today. Soft Sheen scored another success in the late 1980s, when it introduced Optimum Care, a relaxer kit that allowed salon stylists to straighten and condition hair at the same time. For decades, the hair care industry in the Black community has been dominated by Asian entrepreneurs and larger corporations like Strength of Nature and L’Oréal. Regular price $6.99 Sale. To boost sales, she doubled the company's advertising budget, and began developing new television commercials. Although the company gave no official reason for the resignations, industry insiders speculated that they were due to disagreement over Soft Sheen's future course. She discusses how L’Oreal owns one of the largest Black beauty brands in the world (SoftSheen-Carson), demonstrating a white-owned business profiting from a market of exclusively Black buyers. Quick View. Defines and softens tight curls and coils All day elongation No drying alcohol, mineral oil, parabens, or … L'Oréal S.A. is a French personal care company headquartered in Clichy, Hauts-de-Seine with a registered office in Paris. What a time to be a Black Beauty Supply owner ! At the time of the acquisition Soft Sheen was the largest Afro owned hair care firm in the world, with assets well over $85,000.000.00. About Black in Los Angeles (BlackNLA) BlackNLA is a Black-centered digital cultural movement with the mission of raising awareness of, celebrating, and supporting Black-owned businesses, events and lifestyle information for the Los Angeles area.. “The largest conversation we’ve seen is shopping black-owned businesses. The stars are aligning for the Black Beauty Community! In 1994, the company posted only a .6 percent increase over 1993 sales. This site is intended for US consumers. But I have promises to keep, And miles to go before I sleep, And miles to go before I sleep. In 1987, Soft Sheen moved to compensate for diminishing domestic sales by expanding its presence in overseas markets. Knowing L’Oreal owns SoftSheen Carson, we focus our conversation around being black-led. The stars are aligning for the Black Beauty Community! In the late 1980s, the ethnic hair care market began to soften, with overall industry growth slowing to around three percent a year. Joint ventures and minority interests. Rejuvenate your color. One of her first moves was to purge Soft Sheen's product line of unprofitable products and package sizes, eliminating 40 of the company's 250 SKUs. he best way to get rid of razor bumps is to get rid of the razor - Our depilatory cream formulated for black men since 1901. Very big business.According to marketing research company Mintel, sales of black hair care products in 2008 exceeded $165 million. L'Oreal, which had a reputation for heavy investment in research and development, expected its new Chicago center to be operational by the year 2001. Early in 1998, they began talks with French-owned cosmetics company, L'Oreal S.A. L'Oreal--which operated in 150 countries and had a collection of brands that included Maybelline, Redkin, and Lancôme--needed a portal to the ethnic market. Discover the brilliant effects of reviving colors. To ensure that the company did not outgrow its capabilities, Gardner deliberately decelerated. The product itself offered styling flexibility and a unique 'moisture retention complex' that conditioned the hair and protected it from heat styling and chemical processing applications. Mid-1980s-90s: Second-Generation Gardner Leadership. As emphasis on Black radio has decreased, the concerns decreased. Non-US consumers should visit the country website serving their region. Mane Choice Black Owned or Founded Brand. 4th Ave Market is an online Superstore for professional quality hair, beauty, and personal care products. Availability: In Stock. More Products Softsheen Carson Precise No-Lye Original Relaxer Twin Pack. The slowdown was largely due to a consumer trend toward shorter and drier hairstyles, which required fewer styling products. Find many great new & used options and get the best deals for SoftSheen Carson DARK & LOVELY Go Intense haircolor #21 ORIGINAL BLACK at the best online prices at eBay! Advertisement. With our system, you earn rebates purchasing the products that you normally buy elsewhere. Cookies and related technology are used for adevrtising to learn more or opt-out, visit AdChoices and our Privacy policy. Studio B is a diversity-driven, woman-owned brand experience agency that specializes in producing consumer, influencer and retail customer experiences for women, by women. Show. Wondering how to use Magic Powder. If you’re thinking of hair care products, items by SoftSheen Carson probably come to mind. St. James Press, 2000. The color covered all of My Friend's gray hair, and it was so easy to use. Black Hair is “an international bimonthly magazine for the style-conscious black woman” owned by Haversham Publications Ltd, a leading U.K. publisher of hair and beauty magazines. ... who own many ethnic product lines from Soft-Sheen Carson to Mizani, there are still many independent African-American players in the hair product game. While Soft-Sheen was founded in 1964 by a black family, Edward and Bettiann Gardner, it was acquired by L'Oreal in 1998, after merging with Carson Products. Product Description. 7.99. Learn more about our wellness icons If the item details above aren’t accurate or complete, we want to know about it. SoftSheen-Carson received its second patent after developing Wave Nouveau®, the first body perm for Black hair. Under the SoftSheen-Carson brand, L’Oreal develops and markets beauty and hair products primarily towards the African American community. Despite such optimistic predictions, Soft Sheen did not have great success in penetrating foreign markets, and domestic sales continued to make up the great bulk of its revenues. Category: Best selling products, Hair Care, Hair Care & Styling, New products, Styling, Styling Products, SKU: 89518; Add to Cart. 1995 sales were about $94 million, considerably short of Gardner's expectations. Soft Sheen, one of the the most successful black businesses ever, secures a place at No. In July 1998, L'Oreal announced that it planned to open a specialized research and development center in Chicago dedicated to ethnic products, the only such R & D center in the world. Here, we included a list of 10 independently, … The need to stimulate change and encourage us to hold onto things we have created is paramount. That is, until the natural hair movement gained momentum and brought about a … Soft Sheen markets its products in several countries, including Africa, Brazil, and the Caribbean, as well as in the United States. 12 Ways To Style Your Natural Hair For Bedtime. As the largest black-owned Hair & Beauty Supply Store targeting people of color, our aim is to create a simple shopping experience; offering easier access to a diverse inventory of the brands you love at the best prices. Once again, the Gardners started thinking about selling their 33-year-old business. What he faced as the newly appointed president, however, was less a matter of getting a fledgling company off the ground and more a matter of controlling a business that was growing too fast. 10 Best Relaxers For Black Hair 1. It helps that is a Black owned company been in business since the 1940's. For people of color, this means that they should be able to express who they uniquely want be, and how they Soft Sheen finished 1997 with sales of $94.5 million. 31. With fewer and fewer Black-owned radio stations and larger corporations like Clear Channel and iHeart dominating the markets, there is little room for community concerns. Black-Owned Beauty is a unique way to shop online. These industry giants, with their vast distribution networks and their huge marketing budgets, were formidable competitors. The company that helps many black women maintain their hair is actually owned by L’Oreal USA, which is owned by the parent Parisian company L’Oreal Group. Popularized by recording artist Michael Jackson, the wet-looking, loosely curled style required a whole host of hair care products to achieve and maintain. As it turned out, Gardner's slowing-down tactics were timely. making us the experts on hair and skin physiology for consumers of African descent on a worldwide scale. The answer seemed to lie, first, in research and development. Products SoftSheen-Carson Dark and Lovely Au Naturale Anti-Shrinkage Sheen Sealing Nectar, 5.75 oz. Simultaneously, his wife Denise resigned from her position as vice-president of marketing. Mahisha Dellinger, founder and CEO of CURLS haircare brand, is looking to level the playing field for Black beauty supply store owners. By signing up, I agree to receive emails from Soft-sheen Carson and other L'Oréal brands and programs. Upon assuming her position, she almost immediately began making significant changes in the company's operations. Two of the company's early products were Soft Sheen Hair & Scalp Conditioner and Miss Cool Five Minute Fast Set, a quick-setting lotion that eliminated the need for sleeping in rollers. The company that helps many black women maintain their hair is actually owned by L’Oreal USA, which is owned by the parent Parisian company L’Oreal Group. Discount Code: 20%OFF. Black Owned Brands Gift Card Blog About us SELL YOUR PRODUCTS Sign in; Create an Account; SoftSheen-Carson Sportin' Waves Maximum Hold Pomade, 3.5 oz. Free shipping for many products! Another of her initiatives involved restructuring and consolidating the company's warehouse operations, a move that increased on-time shipments and improved service levels. "Soft Sheen Products of Chicago was the next product line … He reduced employment 27 percent, to 620 employees, between 1984 and 1988 by not replacing workers who left. Disagreement or no, Gary Gardner retained his seat on the board of directors, while the company installed his sister, Terri Gardner, as interim president and CEO. In 1999, L’Oréal acquired Carson Products, another leader in beauty products for black consumers, and in 2000 it merged the two companies to form SoftSheen-Carson. Advertisement. Non-US consumers should visit the country website serving their region. It features: advanced moisturizers, fortifying vitamins and natural ingredients, … Testing various mixtures on their children, the Gardners developed several products that were specifically formulated to address the needs of African Americans. Subscribe & Save About Our Story Blog Connect. flair. SoftSheen Carson. We feature Black-Owned Hair Care Products and other beauty essentials! From old businesses like S-Curl manufacturer Luster Inc. to new product lines like Kimble Hair Care Systems, black entrepreneurs are thriving. By signing up, I agree to receive emails from Soft-sheen Carson and other L'Oréal brands and programs. Products SoftSheen-Carson Dark and Lovely Au Naturale Anti-Shrinkage Sheen Sealing Nectar, 5.75 oz. Impressed with Terri Gardner's leadership abilities, the Soft Sheen board of directors asked her to fill the president and CEO positions on a permanent basis. Our broad and deep portfolio of brands, which are both rich with heritage and at the height of innovation, make us Here at Softsheen-Carson, we mix our heart, our soul, and our science into formulas that come through for the community As much as I love this product, there is one thing I want to be clear about: Dark & Lovely is not a Black-owned brand. SoftSheen-Carson Dark and Lovely Au Naturale Anti-Shrinkage Sheen Sealing … A year later we moved to a better location in Washington DC on H street. Consumer interest in the products was not overwhelming but was enough to keep the Gardners plugging away at their slowly growing business. He also cut operational costs, in an effort to boost profits. Free Shipping Over $100. What a time to be a Black Beauty Supply owner ! Gardner also took steps to revive the company's languishing product development department, hiring a new vice-president of science and technology. Conditioning was particularly important to preserve the health of black hair, which tended to dry out under the stress of styling and chemical processing. The planned research and development center was almost certain to result in substantial innovations in ethnic hair care products and a steady flow of new product introductions. Soft Sheen built on that success by launching a full line of Care Free Curl products, including shampoos, conditioners, gels, and sprays, that were sold both in salons and in drugstores. Both brands have had a strong hold on the “ethnic” beauty market especially after acquiring numerous brands from Motions to Softsheen-Carson. Sheer Haven Beauty Mart is a black owned and family owned beauty supply store that founded in East Point, Georgia in 2018. In addition to battling the soft market and growing competition, Soft Sheen was also struggling with internal problems. The 46-year-old Softsheen brand was acquired by L’Oreal in 1998 and merged with another minority brand, Carson Products. The overall slowdown in sales was compounded by increased competition within the industry. that gave birth to us; helping men, women, and children of color to define and express beauty, on their own terms. Reviving Colors Radiant Black Hair Color For Natural Or Relaxed Black Hair by Dark and Lovely. Founded in 1964 by Edward and Betti Ann Gardner, SoftSheen was the largest African-American-owned beauty products company in the country until its acquisition by L'Oréal USA in 1998.