On the eve of the company’s 25 years of commercial success, the people that brought the public Perfect For Perms and Loc-A-Fella have introduced a third line of product for damaged hair called Admire. Razac products are sold throughout the U.S and Canada, South America, the United Kingdom, the Caribbean and some African countries and inquiries come in almost daily from potential new markets. "Business is better than ever, and it’s been a blessing that so many people have taken to what we make," said Jalil Dowdy, one of two siblings in charge of marketing and sales. "Not many businesses, especially African-American businesses, survive this long, and we are appreciative of the public’s support."

The company’s success started in 1981, when William made the decision to develop and market hair products for women of color. A well-known tonsorial artist in the era of the male "process" and later a beauty supply business owner when the Afro was the style of choice, he further distinguished himself with the development of products like So FullaWaves, starting a fashion statement with the tie-down cap. Although he’s turned over much of the day-to-day operations to his children, the elder Dowdy is still an active member of the company and obviously has a lot of influence with its operation and with his kids. "He’s going to be here," chuckles Jalil. "He’s not retiring — that’s just not happening."

Throughout the years, the company has been presence in the community sponsoring Annual Easter Egg hunts, establishing scholarships at two Newark high schools and donating computers to other schools and organizations, and ongoing support of numerous church events with monetary donations and product giveaways. Recently, the siblings stepped up their community service activity with a golf tournament at Malalapan, NJ’s Knob Hill Golf Club to launch the William Joseph Dowdy Foundation. A non-profit organization, it was created to honor the company’s founder and give an assist to underprivileged children and establish an emergency fund for people in the community who run into difficulties.

"We want to give back to a community that has been so gracious to us," Jalil said. "We named it after my dad, because people do things for people when they’re not here any more. This way, he can be here and see good things being done in his name. Also, without him here, we’d probably be working for someone instead of providing jobs and opportunities for others."
The events sponsored by the company are orchestrated by sister Devvan, who runs her own event planning company in addition to serving as a marketing and public relations executive for Razac. Currently, she is putting the finishing touches on a gala 25th anniversary party on November 25 at the Marriott Hotel in Newark. "It’s not just to give ourselves a pat on the back," she says of the anniversary party, "we just want to thank all the people that have helped us over the years. Everyone who’ll be there is someone that has been important to us and our business. And we love a good party."

In addition to doing product launches, special events like Circle of Sisters and community projects for the company, through her own three-year old company, Eventfully Yours, Devvan has produced countless more private special events in addition to organizing the city’s lead-prevention campaign and immunization initiative. "We’ve been doing very well;" she said of her company, "and with a new mayor, we’re looking to getting more contracts from the city."

One of the featured performers at the gala will be André an exciting young R &B singer who is on the roster of the new EZ Deuce record label, which is headed by brother Darren, Razac’s President and CEO. "We’re trying to get the buzz out on him," he said. "His CD is getting airtime in Connecticut and Philadelphia and he recently opened for Mike Epps at the Comedy Club in New Brunswick." EZ Deuce is the newest part of the Razac Entertainment Group, an entity within the company that promoted comedian Steve Harvey in a sellout concert at NJPAC last year at just about the time he came to the New York airwaves.
"People with like minds think alike, so we don’t have any difficulties working together or making decisions," Jalil said of working with his father and siblings. "Our father instilled that entrepreneurial spirit into all of us and we’re pretty much on the same page with the same goal in mind — to be the number one hair care company in the world; to become as big as Revlon or L’Oreal. Obviously, there are things some of us are involved in that others are not, but the basic goal is still the same. And that’s to make quality products for all people."

One of the things Darren is most proud of is that the company has kept prices affordable while maintaining the high quality of their products. "Costs have escalated over the years, but we may be one of the only companies in the world that have held fast to our prices," he said. "We know who our consumer base is and what they can afford. It’s been difficult, but that’s what we choose to do."

Looking towards the next 25 years, Darren wants to see his children and those of his brother and sister take over and run the company as his father did with them. "We did not start this business to sell it, or to sell out," he said. "Making money is fine, and there is a place for that, but it’s not just about the money for us. When we leave here, people are going to know we were here not because we were the largest hair care company, but because we helped somebody." Devvan echoes her brother’s sentiment: "We want more customers, more visibility and a chance to be of service to more people."