For decades, that unmistakable pink bottle sat proud on every Black mama’s dresser, right next to the pressing comb, the jar of Blue Magic, and somebody’s edge brush that’s seen better days. But somewhere along the way, the spotlight dimmed. The shelves filled up with “clean girl” aesthetics and influencer-backed serums, and suddenly, Pink Lotion wasn’t the it-girl anymore.
But don’t get it twisted… Luster’s Pink Lotion never lost its shine. It just stopped screaming for attention.
This is the story of Luster Products, a Chicago-born, Black-owned empire built by the Luster family folks who understood early that hair care wasn’t just about maintenance. It was about identity, power, and pride.
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The Legacy That Started It All
Back when hair grease meant self-love and Sunday mornings meant wash day, the Lusters were busy building something that actually lasted. The late Fred Luster, Sr. founded Luster Products in the 1950s, and his vision went way beyond curls and sheen, he wanted to create for us.
His son, Jory Luster, carried that dream forwards. Now serving as president, he told Financial Guru Early Walker,
“The most important thing we do is employ people. You know, our employee population is very important to us. It has diminished over the years, but we’re still here and they’re still here. You’d be surprised how co-workers we have that have been here 40 years, you know, which says a lot in this environment and in any environment. So that’s first and foremost.”
In a world where legacy brands get bought up or forgotten, that’s rare. Luster Products is still standing BLACK-owned, BLACK-made, and BLACK-centered. Okay!??
Now, these days, the Black hair care industry is a multi-billion-dollar battlefield. Everybody’s selling something “curl-defining,” “hydrating,” or “edge-controlling.” But too often, those flashy new brands that claim to “celebrate Black beauty” aren’t even owned by us.
That’s how Pink Lotion… the OG of moisture, quietly got pushed to the back shelf.
The numbers speak volumes: today, the Black hair care market is worth over $2.5 billion, up from a fraction of that two decades ago. Yet somehow, legacy names like Luster’s are fighting harder than ever for visibility. Not because the product fell off, but because the game changed.
And still, Luster stayed in the game… not chasing clout, but honoring the culture.
A New Generation Keeping the Flame Alive
Teresa Luster, daughter of Jory Luster, is carrying the family torch with heart and purpose. She’s not just revamping packaging or rebranding for aesthetics, she’s making sure Pink Lotion keeps its soul. Because this isn’t just some nostalgia. It’s heritage.
From the community to the chemists, Luster Products still runs on Black excellence. And Early Walker is making sure people remember that.
Pink Friday: A Call to Action
In fact, Mr. Walker isn’t just talking, he’s rallying.
He called on the community to show up in a big way:
“This is a Black owned brand. Black chemist, Black scientist. So guess what? You heard of Black Friday? This is going to be Pink Friday. I need everybody to flood this website and buy something. We have to let them know that the community is behind them.”
He’s urging folks to flood Luster’s website on October 31st, from 10 a.m. to 3 p.m., in a movement that’s less about sales and more about solidarity.
Still Giving Back, Even While Fighting Forward
Even with all the changes, the Luster family hasn’t stopped giving. In honor of the final day of Breast Cancer Awareness Month, they announced that 50% of all proceeds from today’s sales will go directly to breast cancer awareness foundations.
So not only are they holding onto their roots — they’re using their platform to pour back into the community.
Pink Lotion might not be trending on TikTok right now… and while new brands come and go chasing aesthetics and algorithms, Luster’s Pink Lotion is still here, quietly glowing, proudly Black-owned, and built on love that never washed out.
Drop a comment and let us know what’s your first memory of Pink Lotion? And are you pulling up for #PinkFriday to support this Black-owned legend?