Optimum Care

SoftSheen-Carson’s history dates back over 100 years – since the introduction of Magic®. Here are some highlights: 1900-Magic® Shave, the first men’s depilatory brand, was introduced. 1972-Dark & Lovely® Hair Color launched. It was the first hair color product formulated specifically for African American women. 1978-Dark & Lovely® introduced the first no-lye relaxer, which made it possible for women to relax their hair at home for the first time. 1979-Carefree Curl® began a major market phenomenon that propelled the health and beauty market for African Americans into a $1 billion category. 1987-SoftSheen-Carson received its second patent after developing Wave Nouveau®, the first body perm for Black hair.