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Authors:
Ellen Terrell, Business Librarian, Science & Business Reading Room
Note: This was originally published as a blog post on Inside Adams blog but has been modified for this entry.
Created: November 2024
Madam C. J. Walker was born Sarah Breedlove on December 23, 1867 in Louisiana. As she grew up, like many African American women, she was in search of good hair care products. Unfortunately, many of the products available for Black hair at that time could be very harsh and leave women with long-term damage.
This led her to working as a commission agent for Annie T. Malone’s Poro Company, selling their beauty and hair care supplies, and she eventually moved to Denver. While in Denver, she developed her own products and went out on her own. She began selling door-to-door with the help of her husband Charles and her daughter A’lelia. Sarah and Charles traveled around the country promoting the products before settling in Pittsburgh. When they closed up operations in Denver, A’lelia moved to Pittsburgh to run the business, and in 1910, new operations were opened in Indianapolis. The company, now called the Madam C. J. Walker Manufacturing Company, developed the “Walker System” which included a shampoo, a pomade, strenuous brushing, and applying iron combs to hair. Business boomed and the new headquarters in Indianapolis included a factory, hair salon, a beauty school to train sales agents, and a laboratory. They even began placing products in local drug stores.
Madam C. J. was very conscious of her brand and the image the company was projecting. The products were carefully designed and she targeted her audience by advertising in African-American newspapers and magazines. The women selling her products door-to-door dressed professionally in white shirts and black skirts. She herself traveled around promoting her products, the “Walker System,” and the company.
At the time of her death in 1919, she was considered the wealthiest African-American businesswoman and wealthiest self-made woman in the country. After her death, her daughter ran the business and the company’s products were so well known that they continued to be sold in countries like Cuba, Jamaica, Haiti, Panama, and Costa Rica. In 2020, Madam C. J. Walker became the focus of a Netflix series, Self Made: Inspired by the Life of Madam C. J. Walker.
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