EDWARD GARDNER Co-Chairman, Founder Soft Sheen Products Co., Inc. Soft Sheen Products, Inc. is a leader in the dynamic ethnic hair care category. Soft Sheen leads by providing technological innovation, owning three of the four patents awarded this industry. The company's innovative products build long-term consumer franchises that are crucial to the vitality of the industry. Soft Sheen not only provides category leadership from continual new product development and building franchises, but also through channel partnership. Soft Sheen is unique in providing category management, category consultation, computerized plan-o-graming, category training and education, advertising and promotional support, category videos and more. Even more importantly, Soft Sheen leads in the understanding in the minority consumer.