Alexa Rice Launches Beech Beauty, Honors Johnson Family Legacy
Johnson Publishing Heir Alexa Rice Enters the Beauty Business on Her Own Terms Alexa Rice was raised within one of the most influential Black business dynasties in America, a family that helped shape Chicago as a center of Black economic and cultural...
Black News 
Johnson Publishing Heir Alexa Rice Enters the Beauty Business on Her Own Terms
Alexa Rice was raised within one of the most influential Black business dynasties in America, a family that helped shape Chicago as a center of Black economic and cultural life. Now, with her new venture Beech Beauty, Rice is forging her own path in a modern and competitive beauty industry.
A Legacy Reimagined
At a recent marketing shoot on Chicago’s West Side, Rice was hands-on—directing creative decisions and engaging with her team. Her mother, Linda Johnson Rice, looked on with pride, reflecting on the generational legacy behind the moment.
The Johnson Publishing empire once included Ebony and Jet magazines, the Ebony Fashion Fair, and the iconic Fashion Fair cosmetics line. Founded in part by Eunice Johnson, Rice’s grandmother, the brand played a critical role in elevating Black beauty and fashion on a global stage.
While Rice did not inherit the original cosmetics line, she is building something new that reflects both her heritage and her own perspective.
Growing Up in a Changing Empire
Rice’s upbringing was shaped by both privilege and transition. She attended elite schools and was exposed to influential figures, including Michael Jordan and the Obamas, through her family’s network.
At the same time, she witnessed the challenges facing the publishing industry. As media shifted, Johnson Publishing downsized, eventually selling its historic headquarters and filing for bankruptcy.
The loss of Fashion Fair, her grandmother’s cosmetics line, was especially significant. The brand was acquired during bankruptcy proceedings, marking the end of an era for the family’s direct involvement in beauty.
Building Beech Beauty
Rice found clarity during her final year at Harvard Divinity School, where she began conceptualizing Beech Beauty. The brand reflects both her personal values and a commitment to community impact.
Unlike traditional beauty launches, Beech Beauty incorporates a philanthropic element, with a portion of sales dedicated to environmental initiatives. This approach is inspired by her grandmother’s legacy of giving back.
The initial product line will include lip glosses and branded apparel, with plans to expand as the company grows.
A Personal Approach to Beauty
Rice’s approach to product development is intentional and hands-on. She focuses on creating items that complement a wide range of skin tones while maintaining quality and authenticity.
From testing formulas to shaping the brand identity, she is deeply involved in every stage of the process.
Connecting Past and Future
Beyond product development, Rice is actively sharing her journey on social media, highlighting her family’s history while documenting the process of building her own business.
Her goal is to bridge generations—honoring the legacy of Johnson Publishing while creating something that resonates with today’s audience.
More Than a Business
For Rice, launching Beech Beauty is about more than entering the beauty market. It is an opportunity to honor her heritage, contribute to her community, and establish her own voice within the industry.
As she carries her family’s legacy into a new era, Rice is defining success on her own terms—grounded in history, but driven by vision and purpose.
