Alexa Rice, the heir to Johnson Publishing, is entering the billion-dollar beauty industry with her new Beech Beauty brand. Rice's grandmother, Eunice Johnson, was a key figure in Black cosmetics and fashion, and her grandfather, John H. Johnson, founded Johnson Publishing Company and established Chicago as a center of Black economic and cultural life. Despite inheriting the brand, Rice is now trying to build a business of her own in a rapidly shifting market. She believes Beech beauty is a way to feel closer to her family and to continue their legacy. Rice was raised in a rarified world, with gifts from the Kennedys, athletes, celebrities, and the Clintons.