What better way to start of a month made for bewitching ...

Cover of a wig catalog targeted to Black consumers, showing a photograph of a glamorous woman.

What better way to start of a month made for bewitching than with this 1954 catalog of alluring hair styles from the Humania Hair Goods & Specialty Company?

Founded in New York City in 1910 by Gustave Goldstein, the mail-order company's original business was in the distribution of dolls marketed as featuring 'life-like suntan reproductions in dolls", which were advertised in publications popular with Black readers. The company's catalog soon shifted to include wigs, hair care products and tools, and a variety of personal care products.

Many of these products were discontinued after 1945, when the Federal Trade Commission issued cease and desist orders for consumer items based on the grounds that they included potentially harmful ingredients like ammoniated mercury or pyrogallic acid. Goldstein was also ordered to cease the use of deceptive advertising for products that were found to be ineffective for use in their intended purpose.

Fortunately, the cease and desist order did not apply to Goldstein's wigs, allowing us to enjoy stylish offerings like the "First Lady", "The Adorable", and "The Beau Catcher". To view this catalog from Hagley Library's collection of trade catalogs and pamphlets online now, just click here.