After moving to Lovejoy, Illinois, Annie began developing and selling her own hair care products directly to consumers through door-to-door sales. This direct engagement allowed her to understand customer needs and refine her products accordingly.

Annie moved to St. Louis, Missouri, a larger city with a larger African American population, to expand her business. This strategic move significantly increased her market reach and potential customer base.

In 1902, Annie officially named her business the Poro Company. The name 'Poro' is believed to be derived from a West African word signifying physical and spiritual wholeness. This gave the company a cultural and symbolic identity and provided a sense of cultural pride to black women who used and sold her products.

Annie Malone established Poro College, a cosmetology school and business center, in St. Louis. This institution provided training and employment opportunities for African American women, empowering them economically and socially.

The 'Poro System' involved a network of trained agents who sold Poro products and provided hair care services across the United States and internationally. This innovative business model created a vast sales network and generated significant wealth.

The Poro Company reached its peak in the 1920s, generating millions of dollars in revenue and employing thousands of women. Annie Malone became one of the wealthiest African American women in the United States.

A highly publicized divorce and legal battles over property and business assets significantly impacted the Poro Company's financial stability and reputation. This led to a decline in the company's fortunes. During that period, Annie Malone relocated to Chicago, IL