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Wallace had her own hair care line, and in 1910 she transferred business to Indianapolis. But by then, she was already very successful, and made the modern day equivalent of several million dollars. She also trained sales beauticians, who became well known throughout the United States, and promoted Wallace's "cleanliness and loveliness" philosophy. She donated to things such as homes for the elderly, the National Association for the Advancement of Colored People, and the National Conference on Lynching, and also donated the most amount of money by an African American to the YMCA in Indianapolis in 1913.

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Madam CJ Wallace, who was born as Sarah Breedlove on December 23, 1867 around Delta, Louisiana. After she had a scalp issue, she invented African-American hair products in 1905. She was one of the first American women to become a self made millionaire. Also in 1905, she was hired by Annie Turnbo Malone, who was a hair product entrepreneur, and moved to Denver, Colorado. In 1908 she opened a factory and beauty school. She divorced with her husband in 1913, and moved to Harlem in 1916.