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Gardner, a co-founder of Soft Sheen Products Inc., died Monday at his home in the West Chesterfield neighborhood, where he spent almost all of his life. aid: '864241', In that same spirit, he continued his commitment to support the livelihood of professional cosmetologists by ensuring that his most popular product system, Care Free Curl, was solely available for purchase and application by them. The company's presence in overseas markets was also likely to increase, supported by L'Oreal's vast global reach. G7 Solutions. It had to go out in the alley. He served on the boards of Chicago United and The Chicago Urban League. It bothered him deeply that when he saw construction projects on the South Side, often the workers werent Black. The innovative product was a phenomenal success. And now his work is done; he belongs to the ages. In 1996, Gardner stepped down from her position as president of Brainstorm Communications when she was appointed president of Soft Sheen Products, Inc., succeeding her older brother, Gary E. Gardner, who resigned to start his own ethnic hair care company, Namaste Laboratories. Gardner, Edward G. 1925 | Encyclopedia.com Gardner and his wife Bettiann founded the company in 1964. About Us ORS Hair Care Guy Peyrelongue, president and CEO of Cosmair Inc., L'Oreal's U.S. subsidiary, said L'Oreal approached Soft Sheen, which has about $95 million in sales. Gardner owner of Soft Sheen Products, Inc. Photo provided by the Salient Group, Inc. Edward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. See Photos. divId: 'div-gpt-ad-rightrail-1', Gardner served as a sergeant in the U.S. Army during World War II and later earned a bachelors degree from Chicago Teachers College (now Chicago State University) and a masters degree from the University of Chicago under the GI Bill. WebSoft Sheen was sold to hair care giant L'Oreal for over $100 million (US). Mr. Gardner, the former CEO of Soft Sheen Products Inc., and his wife, Denise, are marketing a line of products designed to restore growth to damaged hair and relieve flaky scalps -- conditions caused by braiding and overuse of chemical-based dyes and relaxers, like the ones Soft Sheen made its fortune selling. page_type: 'article', } window.tude = window.tude || { cmd: [] }; Gardiner and his wife, Bettiann, founded Soft Sheen in 1964. All he needed to know was that you thought he couldnt do something, and that would make him do it even more, Terri Gardner said. page_type: 'article',