A Spotlight of Our Community Champions: Ed and Bettiann Gardner

The Legacy of Ed and Bettiann Gardner: Pioneers of Soft Sheen Products

Ed and Bettiann Gardner's journey from humble beginnings to establishing one of the most successful Black-owned businesses in the United States is a testament to their vision, innovation, and dedication. Their entrepreneurial spirit led them to create Soft Sheen Products, a brand that would revolutionize the beauty industry and forever change the landscape for African American consumers.

The Birth of Soft Sheen Products

In 1964, Ed and Bettiann Gardner co-founded Soft Sheen Products from the basement of their home in Chicago. At the time, there was a noticeable gap in the market—most hair care products were not designed with African American hair in mind. With a shared vision to create products specifically for Black hair, the Gardners set out to fill this void. They wanted to offer solutions that addressed common challenges faced by African Americans, such as dryness, breakage, and frizz.

Working tirelessly to develop high-quality, effective products, the Gardners introduced a line that would soon become a household name. One of their most notable products was "Care Free Curl", which offered a relaxed curl pattern, making hair easier to manage and style. The product’s success marked a pivotal moment for Soft Sheen, as it quickly gained popularity among African American consumers who had been underserved by other beauty brands.

Building an Empire

What made Soft Sheen Products stand out wasn’t just the innovative products—it was the Gardners’ understanding of their community and their commitment to delivering exactly what their customers needed. The Gardners were deeply involved in every aspect of the business, from product development to customer service, ensuring their brand resonated with African Americans. They also focused on making their products both high-quality and affordable, which helped them build strong loyalty among their customer base.

By the late 1980s, Soft Sheen Products had become one of the largest Black-owned beauty companies in the U.S. The brand’s success wasn’t just a personal triumph for the Gardners—it was also a major milestone in the broader fight for racial equality in the business world. Their company represented Black excellence in entrepreneurship, and they were able to show that African Americans could thrive in industries that had historically excluded them.

More Than a Business: A Legacy of Civic Engagement

While Soft Sheen Products was their greatest business success, the Gardners were also deeply committed to giving back to their community. Ed Gardner was an active civic leader who supported various causes, including the election of Harold Washington, Chicago’s first Black mayor. He was also instrumental in revitalizing the Regal Theater in 1987, helping to preserve an important piece of African American culture in Chicago.

Bettiann Gardner, equally passionate about philanthropy, supported numerous initiatives, including arts and culture programs. She served as chairwoman of the Chicago Sinfonietta's Honorary Board of Directors and played a major role in purchasing and revitalizing the Regal Theater alongside her husband.

Together, Ed and Bettiann's contributions went far beyond the business world. Their legacy is also marked by their significant civic engagement and commitment to uplifting the African American community.

Passing the Torch

In 1998, Soft Sheen Products was sold to L'Oréal, marking the culmination of the Gardners’ work. The sale represented not just a personal victory for the couple but a major milestone in the history of Black entrepreneurship. Soft Sheen’s success would pave the way for future generations of African American business owners, demonstrating that it was possible to thrive in the corporate world while staying true to one’s roots.

Ed and Bettiann Gardner’s impact continues to be felt to this day. Their dedication to innovation, quality, and their community transformed Soft Sheen Products into more than just a beauty brand—it became a symbol of resilience, pride, and empowerment. Their story serves as a powerful reminder that with vision, hard work, and a deep commitment to one’s community, anything is possible.

Though Ed Gardner passed away in March 2023 at the age of 98, and Bettiann followed later that year in December at 93, their legacy lives on in Soft Sheen and the many lives they touched through their business and philanthropic work.

Conclusion

The story of Ed and Bettiann Gardner is not just about building a business; it’s about making history, inspiring change, and leaving a lasting impact on both the beauty industry and society at large. Their success with Soft Sheen Products will continue to inspire future generations of Black entrepreneurs who look up to their achievements as proof that anything is possible with dedication, vision, and heart.