African American cosmetic and beauty marketing collection, 1934-1966

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Summary

Creator:
Tyson and Company Perfumers
Valmor Products Co.
Abstract:
Collection consists of product labels and marketing literature and ephemera for assorted cosmetic or beauty products targeting African American consumers from companies such as Lucky Heart Cosmetics, Valmor Products Company, and Tyson and Company Perfumers.
Extent:
0.25 Linear Feet (1 box and 1 oversize folder)
Language:
Materials in English.
Research Center:
Sallie Bingham Center for Women's History and Culture
John W. Hartman Center for Sales, Advertising & Marketing History
John Hope Franklin Research Center for African and African American History and Culture
Collection ID:
RL.13196

Background

Scope and content:

Collection comprises ephemeral literature and labels from cosmetics and beauty products intended for African American consumers from companies such as Valmor Products, Lucky Heart Cosmetics, and Tyson and Company Perfumers as well as their subsidiaries. There are labels and literature for skin cream, hair dressing products, scented lotions and oils, talcum and face powder, aftershave, and incense. Tyson literature includes product lists as well as an example of "Your Golden Opportunity," a recruitment booklet for potential La Dainty or Bermarine dealers. A 1966 booklet from Lucky Heart Cosmetics contains product application and demonstration directions for direct sales representatives. Valmor brand names represented include Lucky Brown, Sweet Georgia Brown, and Madam Jones. The labels feature images of light-skinned men and women with straightened hair and label text often focused on attracting members of the opposite sex. Collection also includes a maquette for Valmor's bath salts and talcum powder depicting a drawn "Paris Girl," dated approximately 1940.

Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History, the Sallie Bingham Center for Women's History and Culture, and the John Hope Franklin Research Center for African and African American History and Culture.

Biographical / historical:

The Valmor Products Company was started in Chicago in 1926 by a white Jewish chemist, Morton G. Neumann, and his wife, Rose Neumann. Valmor Products Co. included subsidiary companies Lucky Brown, Sweet Georgia Brown, Madam Jones, King Novelty, and Famous Products Co. Valmor products ranged from hair pomades, perfumes, and skin creams to household products that were marketed to African American men and women in the 1930s-1950s. Many of the company's product labels include uncredited designs and artwork by African American illustrators Charles C. Dawson and Jay Jackson.

Tyson and Company Perfumers, established in 1920 and based in Paris, Tennessee, also marketed toiletries, cosmetics, and household products for African American consumers. Subsidiaries included La Dainty, Madame Carue, Merrit, Lady Luck, and Bermarine. Tyson recruited sales agents and relied on door-to-door sales and direct selling techniques.

Lucky Heart Cosmetics was established in 1935 in Memphis, Tennessee, as a direct-marketing cosmetic and beauty products company for African American consumers, many which were prohibited from shopping in segregated Southern establishments in the early 20th century. It continues to operate with a factory wholesale and storefront (as of 2026).

Acquisition information:
The African American cosmetic and beauty marketing collection was received by the David M. Rubenstein Rare Book Manuscript Library as purchases beginning in 2010.
Processing information:

Processed by RL Staff. Updated by Meghan Lyon in May 2026.

Accessions described in this collection guide: 2010-0216, 2011-1024, 2023-0021, 2023-0164, 2026-0004.

Arrangement:

Items arranged by company.

Rules or conventions:
Describing Archives: A Content Standard

Contents

Using These Materials

Using These Materials Links:

Using These Materials

Restrictions:

Collection is open for research.

Terms of access:

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the Rubenstein Library's Citations, Permissions, and Copyright guide.

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Preferred citation:

[Identification of item], African American cosmetic and beauty marketing collection, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Permalink:
https://idn.duke.edu/ark:/87924/m1kf35