TO THE CHAPTER INVISIBLE
Edward G. Gardner 1925–2022 Chicago-based Businessman, Civic Leader, U.S. Army
By Aaron Williams
Provided the resources to help register over 250,000 Chicagoans which helped Harold Washington's successful mayoral campaign in 1983.
H air Care entrepreneur Edward G. Gardner (Iota 1947), the founder of Soft Sheen Hair Products, en- tered the Chapter Invisible on March 20, 2023, at age 98. Edward George Gardner was born on February 25, 1925, in the West Chesterfield neighborhood of Chicago, IL, one of two sons born to Frank and Eva Gardner. After graduating from Fenger High School, he joined the United States Army during World War II. Gardner used the GI Bill to pay for his college education, where he at- tended Chicago Teachers College (now Chicago State University), earning a bachelor’s degree. He also obtained his M.A. degree from the University of Chicago. Gardner worked for fourteen years as a teacher and school administrator for the Chicago Public Schools. While working as an educator, he worked part-time as a black hair care sales representative. In 1964, he and his wife, Bettiann, launched Soft Sheen Products from the basement of their home. The Gardners felt many African American consumers and hair care professionals were dissatisfied with
hair care products in the marketplace. This dissatisfaction among consumers spurred the Gardners to start their busi- ness. Beauticians and Barbers would tell Gardner what they liked, didn’t like or wished they could buy. That gave Mr. Gardner an idea, and he began experi- menting. Initially, Gardner mixed and concocted products in his basement while his wife did the company’s book- keeping. With brands such as Optimum and Care Free Curl, Soft Sheen Products grew into a multimillion-dollar enter- prise employing more than 400 people. The company also developed globally, exporting its products to Canada, the Caribbean, and West Africa. By the late 1980s, Gardner grew Soft Sheen Products into one of the country’s largest African American consumer products companies. Gardner sold Soft Sheen to L’Oréal SA of France in 1998. In addition to running Soft Sheen, Gardner had several ventures in his hometown of Chicago. He and his wife spearheaded the development of the New Regal Theater, which has drawn acts from Gladys Knight to Tyler Perry. Gardner was credited for providing re- sources to help to register over 250,000
Chicagoans which helped Harold Wash- ington’s successful mayoral campaign in 1983. He served as a board member of the Chicago Urban League. U.S. President Bill Clinton invited Gardner to attend an economic summit in Little Rock, AR, to discuss the impact corporations can have on urban employment. He was a part-owner of the Chicago Bulls, and for many years, attended every home game. Brother Edward G. Gardner was preceded in death by his parents and his brother Frank (Iota 1943). He is sur- vived by wife, son Gary and daughter his wife, four children, seven grandchildren, and a great-grandson.
132 | WINTER - SPRING 2022 ♦ THE JOURNAL
PUBLISHING ACHIEVEMENT IN EVERY FIELD OF HUMAN ENDEAVOR
Made with FlippingBook - Share PDF online