Joe Edwards, Jr. is the founder of Joe Edwards & Sons, LLC, which represents leading manufacturers of personal care products for African-American consumers. After graduating from Southern University with a degree in education, Edwards had a career in law enforcement before joining Fashion Fair Cosmetics as an account executive in 1976. He went on to roles with Johnson & Johnson and other companies before founding Edwards International in 1983 as an independent manufacturer's representative. Now with 39 years of experience, Edwards remains passionate about the industry and empowering others.

1. Joe Edwards, Jr. is the founder of Joe Edwards & Sons, LLC (formerly Edwards
International) based in Windermere, Florida. The company represents leading
manufactures of specialized personal care products, including some of the world’s
most notable brands for African-American consumers.
Edwards is a 1971 graduate of Southern University, where he earned a Bachelor of
Science degree in Secondary Education. Prior to entering the personal care product
industry, he embarked upon a promising career in law enforcement. He served the
Dallas Police Department as its first African-American Administrative Assistant to
the Police Chief, went on to join the Dallas-Ft. Worth Regional Airport’s
Department of Public Safety as an Anti-air Piracy Officer, and was recommended
to the Federal Bureau of Investigation by his superiors in 1976.
Shortly after receiving the esteemed recommendation, a chance encounter would
change Edwards’ professional trajectory. A notable Fashion Fair Cosmetics
affiliate, impressed with Edwards’ business acumen and demeanor, referred him to the company’s Vice President
for hire. Edwards interviewed with Fashion Fair’s founder, John H. Johnson, and was offered a position as an
Account Executive. He accepted the offer and quickly excelled in his new field. In 1977, he took on the
additional role of Manager of Military Sales and Western Domestic Department Store Sales. In this capacity, he
directed business relations with top retailers like Dillard’s, Macy’s, and Saks Fifth Avenue. He also established
the Army Air Force Exchange Service European Distribution Network, managing accounts in the USA, England,
Germany, Italy, Greece, Crete, Spain, and Belgium. Most significantly during his time with Fashion Fair,
Edwards was instrumental in boosting sales for the first line of fine cosmetics for women of color in Neiman
Marcus stores.
Seeking new opportunities for growth, Edwards migrated to the position of Key Accounts Manager with industry
giant Johnson & Johnson in 1979. The following year, he signed on with Flori Roberts Cosmetics in the same
capacity. Then in May of 1983, he founded Edwards International as an independent business consultant and
manufacturer’s representative. The new platform allowed him to propel groundbreaking products into the
marketplace and further establish himself as a driving force in the industry.
Edwards’ catalog of current and former clients boasts innovative pioneers and prominent brands, including:
African Royale
Always Natural
Ambi
American Beauty
B’s Organic Oils
Black Thang
BumpStopper
Colomer USA
Cosmetics
Specialties
Donnie’s Cosmetics
Duke
Hanes Hosiery
Hollywood Beauty
Jane Carter Solution
Johnson-Johnson
Kiwi Shoe Care
Mahogany Image
Cosmetics
Maybelline
Mixed Chicks
Mother Boykin
Murray’s Pomade
Namaste Labs LLC
Natural Essence
Nubian Heritage
Palmers Cocoa
Butter
Parnevu Brands
Pink Oil
Pro-Line
Corporation
Rapunzel
Raveen
Rice Hosiery
S-curl
Shea Moisture
Skin Tight Shaving
Soft & Beautiful
VanishMax
In 2002, he co-founded Power Mark Sales Group, LLC, a sales and merchandising company, to strengthen service
offerings to his clients in the southwestern region of the United States. The company is now owned an operated
by his sons, with Edwards functioning in an advisory capacity.
Now a 39-year veteran sales professional, Edwards remains passionate about his career and making a difference
in the lives of others. He is recognized as one of the most successful entrepreneurs in the personal care products
industry and has received numerous awards for his accomplishments. These include the 2006 Distinguished
Brokers Award from the American Health and Beauty Aids Institute and the 1994 Distinguished Service Award
from Luster Products, Inc.