1. Johnson Products: A Revolution in Haircare
When it comes to iconic Black-owned brands that shaped our childhoods, Johnson Products takes a special place. Founded in 1954 by George E. Johnson Sr., the company became a household name with its haircare products specifically designed for Black people. For many of us growing up in the ’80s and ’90s, it was hard to imagine a world without their iconic “Ultra Sheen” and “Afro Sheen” products. These were more than just beauty items; they symbolized self-love and acceptance of natural Black hair textures. Johnson Products pioneered the way for other brands in the beauty industry to consider the needs of Black consumers, paving the path for diverse representation in a market once dominated by a narrow beauty standard.
The company’s products reached an audience far beyond just hair care. Johnson Products was also a key player in establishing a cultural connection between grooming and personal pride. In an era when Black families were fighting for civil rights, Johnson Products offered a way to express identity and culture through beauty. At one point, the brand was not only a beauty staple in homes but also in salons across America. Thanks to their dedication to Black hair care, they were the first African American-owned company to be listed on the New York Stock Exchange.
2. Motown: The Soundtrack of Our Childhoods
Motown is more than just a record label; it’s the heartbeat of a generation. Founded in 1959 by Berry Gordy Jr., the label revolutionized music, producing hits that transcended race and changed the musical landscape forever. Growing up with hits from artists like Stevie Wonder, The Supremes, and The Temptations meant hearing Motown’s influence everywhere. The label’s distinct sound, which blended pop with R&B, became the soundtrack of our childhoods, providing a sense of joy, celebration, and hope. For many of us, Motown was synonymous with the feeling of family, unity, and pride.
What makes Motown so special is not just the music itself but the way it uplifted Black culture and artists in an industry that often overlooked them. The label’s success brought Black musicians into the mainstream in a way that hadn’t been seen before. By creating a platform for these artists, Motown helped change the narrative of what was possible for Black talent. Its influence was so pervasive that even children today still hear its iconic songs in movies, commercials, and TV shows. For more on the enduring legacy of Motown, take a look at this article on The New York Times.
3. Kool-Aid: A Childhood Staple
For many of us, Kool-Aid was more than just a sugary drink. It was a symbol of childhood joy, creativity, and endless summer days. Created in 1927 by Edwin Perkins, Kool-Aid became a staple in many Black homes, providing a refreshing and affordable treat. Whether it was the classic red flavor or a more adventurous combination, Kool-Aid was a simple pleasure. The best part? It was easy to make and something that could be enjoyed by everyone. Kool-Aid commercials, with their bright colors and playful slogans, became iconic, and the brand became synonymous with family gatherings and neighborhood barbecues.
The real magic of Kool-Aid, however, wasn’t just in its taste, but in the cultural significance it held. Black families embraced Kool-Aid as a part of their daily routines, a way to quench their thirst without breaking the bank. The brand also became part of the larger conversation around childhood nostalgia, where many generations reflect on their experiences with Kool-Aid. Over the years, it became ingrained in pop culture, with references in music and film. If you’re curious about its lasting impact, this article on The Smithsonian dives deeper into its legacy.
4. The Colored Only Barber Shops: More Than Just a Haircut
Barbershops have always been integral to Black culture, and many childhoods were shaped by trips to the “Colored Only” barbershops in our neighborhoods. These local businesses weren’t just places to get a haircut—they were community hubs where families and friends gathered to talk, laugh, and share stories. They were spaces where Black men and boys were treated with respect and dignity, and the experience often felt like a rite of passage. In many ways, these barbershops became the backdrop for some of our earliest memories of grooming and community connection.
As we grew older, the barbershop was where we learned life lessons, heard jokes, and even gained insight into Black history and culture. The establishment of Black-owned barbershops offered a sense of belonging in a society where segregation was still a reality. Many of these shops were small businesses, run by Black entrepreneurs who understood the unique needs of their clientele. Despite facing challenges, these businesses thrived, representing Black excellence and resilience. To learn more about their impact on communities, this article on PBS provides an in-depth look at their cultural significance.
5. Anheuser-Busch: Brewing a Legacy of Black Entrepreneurship
While not initially founded by Black entrepreneurs, Anheuser-Busch became an essential brand in the lives of many Black families. The company’s inclusion of Black-owned partnerships in the 1970s and beyond made it a significant player in shaping the industry. Through its collaboration with Black distributors and businesses, Anheuser-Busch provided numerous opportunities for economic growth in Black communities. The rise of these partnerships allowed Black business owners to become key players in the beer industry, expanding their reach and creating new wealth within the community.
Beyond the economic impact, the brand’s sponsorship of major cultural events and sports leagues helped normalize Black representation in spaces that were traditionally white. These efforts helped Anheuser-Busch to build strong ties with African American consumers. Growing up, many of us saw the brand’s logo at barbecues, concerts, and local festivals, cementing its place in our cultural memory. For more on how the beer giant played a role in supporting Black businesses, check out Black Enterprise‘s detailed coverage.
6. Pepsi-Cola: A Cultural Icon in Black Communities
Pepsi-Cola, although a global brand, made significant strides in connecting with Black communities through strategic marketing campaigns and endorsements. In the 1980s and ’90s, Pepsi became an essential part of Black culture, particularly with its celebrity endorsements, which included stars like Michael Jackson and Beyoncé. These ads didn’t just sell a product; they celebrated Black excellence and made Pepsi a symbol of success and achievement. Growing up, watching these iconic commercials felt like witnessing Black talent being recognized on a global stage.
Pepsi’s role in our childhoods goes beyond just the commercials, however. The brand’s outreach to Black neighborhoods helped the company gain a loyal following among Black consumers. It became a part of family gatherings, cookouts, and celebrations, symbolizing moments of joy.
7. SoftSheen-Carson: A Beauty Industry Gamechanger
SoftSheen-Carson has been a pioneering force in the Black beauty industry since its inception in 1970. Founded by Edward Gardner and his wife, Bettiann, the brand became known for its haircare products designed specifically for Black men and women. With their groundbreaking innovations, like the first relaxers and hair color products for Black hair, SoftSheen-Carson helped redefine beauty standards for African Americans. For many of us, their products became essential in maintaining and styling our hair, often seen in our mothers’ bathrooms and salons.
SoftSheen-Carson wasn’t just about beauty products—it was about making Black people feel seen and valued in an industry that often overlooked their needs. The company’s success led to its eventual acquisition by L’Oréal, but its impact on Black consumers remains undeniable. Their line of products brought representation to a previously neglected market and opened doors for other Black-owned businesses in the beauty world.
8. Barney & Friends: A Black Cultural Touchstone for Kids
Barney & Friends may not have been a Black-owned brand, but its impact on Black childhoods cannot be overlooked. The beloved purple dinosaur created a space where Black children could see themselves reflected in stories, songs, and characters. The show’s inclusive messages, particularly in the ’90s, made it an essential part of many childhoods, and its popularity was widespread in Black communities. The diversity of characters on Barney allowed children of all backgrounds to feel like they belonged.
For many Black children, Barney was more than just an educational show—it was a place to feel seen and heard. The show’s legacy is one of inclusivity, teaching kids of all races about kindness, friendship, and acceptance. It was one of the few children’s programs that put diversity at the forefront, offering a sense of belonging to every viewer.
9. FUBU: Clothing That Represented More Than Fashion
When FUBU (For Us, By Us) hit the scene in the ’90s, it wasn’t just a brand—it was a movement. Founded by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown, FUBU became a symbol of Black entrepreneurship and pride. Their clothing line, which featured bold, urban designs, was marketed to Black youth who were looking for a brand that represented their culture and identity. FUBU wasn’t just about fashion; it was about making a statement. For many of us growing up, seeing the FUBU logo on T-shirts, hats, and jackets made us feel like we were part of something bigger than just fashion trends.
FUBU’s success also broke barriers in the fashion industry, showing the power of Black creativity and business acumen. The brand became synonymous with hip-hop culture, and its influence extended beyond clothing, impacting music, TV shows, and films.
10. African Pride: Empowering Black Beauty
Founded in 1985, African Pride quickly became a staple in Black households with its line of haircare products designed to meet the needs of Black hair textures. Their oils, shampoos, and conditioners were known for their high quality and affordable pricing, making them accessible to families across the country. African Pride’s dedication to using natural ingredients like shea butter and coconut oil helped them build a loyal following. These products became synonymous with self-care, making people feel proud of their natural beauty.
What made African Pride stand out was their commitment to empowering Black beauty in a market where representation was often lacking. Their advertising campaigns celebrated the beauty of natural hair, promoting self-love and acceptance at a time when the media rarely showcased it. Today, African Pride remains a key player in the Black beauty industry, continuing its mission of providing quality products that enhance the beauty of Black hair.