Stormi Steele made headlines in 2023 when her company, Canvas Beauty, brought in over a million dollars during a single TikTok Live. But long before live streams and social media success, there were women laying the groundwork for the modern hair industry. Visionaries like Annie Turnbo Malone, Madam C.J. Walker, Joan Johnson, and Lisa Price helped transform not only beauty standards but also the way Black women saw themselves and each other.
These women didn’t just build businesses. They revolutionized the beauty industry. Their entrepreneurial spirit and innovative products created pathways to ownership, community care, and cultural pride, shaping the industry we know today.
The Original Alchemist: Annie Turnbo Malone
Annie Turnbo Malone, born in 1869 to formerly enslaved parents, was among the first Black women to become a millionaire in America. She demonstrated remarkable resilience and a natural talent for chemistry. At a time when Black women were using lye-based products that damaged their hair, Malone developed a gentler alternative and began selling her formulas door to door.
Under the name Poro, she built a brand and training system that allowed thousands of Black women to become financially independent. Poro College in St. Louis wasn’t just a beauty school—it housed a dormitory, manufacturing plant, business offices, and auditorium. It was a self-sustaining ecosystem rooted in Black excellence.
Her contributions have often been overlooked in favor of her one-time employee, Madam C.J. Walker, but Malone was the true originator of the Black beauty empire.
The Self-Made Millionaire: Madam C.J. Walker
Born Sarah Breedlove in 1867, Madam C.J. Walker is widely known as America’s first self-made female millionaire. Her journey began with a personal struggle. After experiencing severe hair loss, she created a scalp treatment that sparked a movement.
Walker built a nationwide network of “Walker Agents” who sold her products, educated clients, and built wealth within their own communities. She encouraged Black women to become entrepreneurs and was one of the first business leaders to link personal care with empowerment.
Her lavish estate in New York became a gathering place for leaders like W.E.B. Du Bois and Booker T. Washington. Walker’s legacy isn’t just about beauty products. It’s about economic freedom and ambition and shows what was possible for Black women in the early 1900s.
I had to make my own living and my own opportunity. But I made it! Don’t sit down and wait for the opportunities to come. Get up and make them! – Madam CJ Walker
The Brand Strategist: Joan Johnson
During the height of the Civil Rights Movement, Joan Johnson co-founded Johnson Products Company alongside her husband, George. Together, they created some of the era’s most iconic Black hair products, including Ultra Sheen and Afro Sheen.
Johnson was the force behind the brand’s marketing and image. She understood that beauty was political. Through sponsorship of shows like Soul Train, Johnson Products helped reinforce messages of pride, self-love, and cultural authenticity.
In 1971, their company became the first Black-owned business to be listed on the American Stock Exchange. Joan Johnson helped usher in an era where Black beauty was celebrated, not hidden.
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The Indie Trailblazer: Lisa Price
In the early ’90s, Lisa Price started experimenting with body butters and hair creams in her Brooklyn kitchen. Inspired by her Caribbean roots, she named the line Carol’s Daughter as a tribute to her mother. What started as a side project blossomed into a multimillion-dollar brand.
Price built her company on authenticity. Her early customers were family, friends, and women at local flea markets. Over time, celebrities like Jada Pinkett Smith and Mary J. Blige became loyal supporters, helping her reach a national audience.
In 2014, L’Oréal acquired Carol’s Daughter, giving Price access to global distribution while allowing her to remain involved with the brand’s vision. Her story shows that with passion and persistence, kitchen-table dreams can become global successes.
The Digital Disruptor: Stormi Steele
Stormi Steele is part of a new generation of beauty entrepreneurs. A former hairstylist from Mississippi, she launched Canvas Beauty in 2018 with just $800 and a vision. She used social media to speak directly to consumers, often sharing her own story and challenges as a founder.
Her historic TikTok Live, where she sold over $1 million worth of products in one session, made headlines. But her impact goes beyond numbers. Steele uses her platform to educate other women about business, branding, and ownership.
“I’m not here to play the game—I’m here to change it,” she told fans during a recent livestream. And she is doing just that with every sale, post, and testimonial.
A Legacy That Grows
The Black hair industry has always been more than just about style. It’s a testament to survival, strategy, and self-determination. From hot combs to hair oil to digital storefronts, Black women have not only shaped the culture but also created opportunities for others to thrive, making it a significant part of our shared history.
As we celebrate Women’s History Month, we honor these WayMakers who turned their knowledge, creativity, and care into empires. Their work reminds us that beauty can be a tool for liberation, and when Black women lead, industries are transformed.
