Bettiann Gardner, Co-Founder Of Soft Sheen, Pioneering Black Haircare Company, Passes Away At 93

In 1983, the company staked out its place on Black Enterprise’s list of the top 100 Black-owned businesses, which it continued to occupy for decades thereafter.

Bettiann Gardner, co-founder of Soft Sheen, one of the most well-known Black haircare companies in American history, died at the age of 93 on Dec. 19. The Chicago Defender reports that Gardner was diagnosed with Alzheimer’s Disease and her husband and decades-long business partner, Edward Gardner, died in March 2023. The pair started Soft Sheen together in 1964 as a family affair, testing their products on their children and the family dog before debuting them, mostly to Chicago area Black salons.

Encyclopedia.com says that the Gardners’ company started to gain market traction in 1976. Then, after attention was brought to the use of lye in hair products, they quickly got products that were affected off the market and replaced them with products that did not need a warning about lye. Their focus on lye-free products eventually led to the introduction of the line that would make them a fixture in Black households and Black salons nationwide, the Care Free Curl line. In 1981, as the Jheri Curl became a cultural phenomenon, Care Free Curl made its market debut and helped propel the company to $55 million in profit in 1982. In 1983, the company staked out its place on BLACK ENTERPRISE’s list of the top 100 Black-owned businesses, which it continued to occupy for decades. By 1989, BE had named Soft Sheen the Company of the Year, further raising the profile of the haircare company.

The Gardners also had their hands in Chicago politics, and their efforts in that arena led to the election of Harold Washington, Chicago’s first Black mayor. Soft Sheen dedicated its advertising budget to running spots on the radio focused on voter engagement. At the time, Edward Gardner told the Chicago Weekend, “My family has always been involved in trying to make life better for the African-American community.”

Gardner added, “We thought it was our responsibility as a successful Black company, where we gained most of (our) income right here in Chicago, to give back… to help the Black community realize its strength and power.”

According to ABC 7, in the 1980s, the couple made a few power moves, purchasing partial ownership of the Chicago Bulls and purchasing and revitalizing the shuttered Avalon Theater in 1987, reopening it as the New Regal Theater, which enjoyed a beautiful second act. The purchase of a minority stake in the Bulls organization made Bettiann the first Black woman and first woman owner in the team’s history. According to her daughter, Terri, the two loved attending the games and regularly attended them whenever they could. “She loved going to the games, and she and my dad rarely missed a game when they were able to go.”

Bettiann also was a founding member of the Chicago Sinfonietta Orchestra. According to its website, the Chicago Sinfonietta has become known over the years as a place where diversity, inclusion, and equity are encouraged and championed.

In 1998, the pair sold their franchise to cosmetics conglomerate L’Oreal in a deal that benefited both sides. Soft Sheen got to keep their name attached to the product and thus kept their legacy alive, and L’Oreal got access to the Black haircare market.

Terri told the Chicago Sun-Times that her mother’s desire for beauty and aesthetics and a high standard was reflected in the company culture.

“For my mom, it was always how we did things, and she very much appreciated the aesthetics of life, and that showed in the buildings, the ingredients, the products, the packaging. It was all part of her desire to be the best we could be,” Gardner said. “In many ways, the culture of the company was largely a reflection of her values and principles of excellence. She expected a lot and that helped everybody to raise their game.”

Bettiann Gardner is survived by her children, Terri Gardner, Guy Gardner, Gary Gardner, and Tracy Gardner, as well as seven grandchildren and one great-grandchild.