First Black Supermodel Beverly Johnson Set to Launch Haircare Products in Target

by West Parsons on February 24, 2012 · 4 comments

in celebrities

The first African-American super model, Beverly Johnson, is expanding her beauty empire beyond wigs and weaves to haircare and skincare products. She is beginning this long-awaited expansion with Target stores this weekend! Almost two years ago she shared with Black Voices about the initial launch of her product line:

What made you want to create your hair-care line?
It’s something I’ve wanted to do for a long time now. The hair products that are on the shelves now in the urban department are very old school; they’re just not working with today’s style and the way we do our hair. I just really felt that there was a big void there and that we really needed to step it up and come into the new century with the way we do our hair now. We want it to move and not have a distinct smell and, more importantly, we want better treatments. It’s a fallacy that African American hair is very strong. It’s actually very fragile, actually the most fragile of hair. I feel we’ve addressed that fragility in this product.

How did you come up with the products?
I just thought of all of the products I’ve used, and all the things that I know that have worked and were tried and true and everything in the black hair department. We put those together and created a really sensational product.

Can women who wear weaves and wigs still benefit from this line?
Even ladies who wear a lot of hair extensions and wigs and weaves. People don’t realize we still want our hair to be healthy underneath it. My hair line is for all types of hair and for women who have a love affair with their hair. I think all women of color deserve the best for our hair.

How does your product differentiate from other hair-care products out now?
It’s paraben-free, which was a challenge. We had to come across different ingredients to make up for that, and we ended up making a product that was more natural, safe and healthy and actually works. We’ve seen that a lot more women are leaning toward products that have fewer chemicals, and they’re looking for more natural preservative systems, and that’s why we went this route.

Do you want to branch out? Do you want to get into makeup?
I’m sure we’re going to go into that. Right now I’m concentrating on the hair-care line. I’ve dabbled with hair a lot, that’s kind of really been my thing. Right now I’m happy with where I am.


TOP MODEL| Super Luxurious Moisturizing Shampoo – A concentrated shampoo enriched with conditioning emollients. It is a unique blend of key essentials, including botanicals extracts and vitamin E. It gently conditions as it cleans, so that hair is never stripped or depleted of natural oils after shampooing.

WORK IT| Ultra Softening Conditioning Treatment
– An exceptional way to replenish dry hair with smoothing and deep-penetrating conditioners. Enriched with Pro-vitamin B-5 (Panthenol), which is highly beneficial and refreshing for both hair and scalp. This luxurious treatment provides genuine help for dry, damaged or abused hair, revitalizing it with a soft manageability.

HAIRLINE MAGIC| Softening and Prevents Breakage of Hairline
– This product is a wonderful solution to several hairline problems. It is the perfect way to smooth down broken and unruly hairs and keep them in place. As a protectant, it conditions and fortifies the hairline and keeps it from being dry. It replaces dullness with a beautiful shine and adds refinement and luster to this fragile section of hair.

BEVERLY’S SECRET HAIR OIL| Brilliant Shine without Weighing the Hair Down
– An important oil that coats the hair with a brilliant shine without being too heavy or greasy. Protects hair against the dryness of the air, helping to condition the strand and prevent ends from splitting. Good on both natural and processed hair.

GO CURLY| Promotes the Natural Curl of your Hair
– A nourishing styling product used to create soft flowing frizz free curls. Contains Pro Vitamin B and Keratin to moisturize and improve shine on curly hair.

Have you seen these items on your Target’s shelves?  Will you be purchasing?


Veronica February 24, 2012 at 5:47 pm

wow! this will be interesting! Can’t wait to see the reviews!

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BeesOHoney February 25, 2012 at 1:21 pm

This woman simply does not age. Kudos to Target for offering more ethnic hair care lines in their stores. The ‘Work It’ product sounds attractive, I just might give that one a try.

Chocolate Mom February 25, 2012 at 9:30 pm

Curious to see how not only the reviews are but also pricing and availability.

westNDNbeauty February 26, 2012 at 3:02 pm

Hi CM! Pricing is along the lines of comparable products already on the market. See pricing here –