December 31st 2023.
Bettiann Gardner, co-founder of Soft Sheen, one of the most well-known Black hair care companies in American history, passed away on Dec. 19th at the age of 93. She had been suffering from Alzheimer's Disease since her husband and Soft Sheen business partner, Edward Gardner, died in March 2023.
The Gardners began their business in the family home in 1964. Soft Sheen was a labor of love for the couple, and they tested their products on their children and family dog before debuting them in Black salons in the Chicago area. The company began to gain traction in 1976, and they made history when they replaced products with lye with lye-free alternatives. This lead to the creation of the Care Free Curl line, which became a staple in Black households and salons across the nation.
The Care Free Curl line was released in 1981, and propelled the company to $55 million in profit the following year. This success gained the Gardners a spot in BLACK ENTERPRISE's list of the top 100 Black-owned businesses, a position they held for decades. Soft Sheen's success was further acknowledged by BLACK ENTERPRISE when they were deemed Company of the Year in 1989.
The Gardners were also active in Chicago politics. They used Soft Sheen's advertising budget to air radio spots that encouraged voter engagement. This effort eventually lead to the election of Harold Washington as Chicago's first Black mayor.
The couple made some power moves in the 1980s by purchasing a minority stake in the Chicago Bulls, making Bettiann the first Black woman and first woman owner in the team's history. They also purchased and revitalized the shuttered Avalon Theater in 1987, reopening it as the New Regal Theater. Bettiann was also a founding member of the Chicago Sinfonietta orchestra.
Soft Sheen's legacy is kept alive today, as the couple sold their franchise to cosmetics conglomerate L'Oreal in 1998. L'Oreal got access to the Black hair care market, while Soft Sheen kept its name attached to the product.
Bettiann Gardner leaves behind her children, Terri, Guy, Gary, and Tracy, as well as seven grandchildren and one great-grandchild. She will be remembered for her dedication to excellence and her commitment to giving back to the Black community.
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