Sarah began developing her own line of hair care products, focusing on remedies for scalp conditions and hair loss, common problems among African American women at the time. She experimented with different formulas and ingredients.

Sarah married Charles Joseph Walker, a newspaper advertising salesman, who became her business partner and advisor. She adopted the name Madam C. J. Walker, a more dignified and business-appropriate title.

Madam Walker traveled extensively throughout the Southern states, selling her products door-to-door and demonstrating their use. She also recruited and trained other Black women as sales agents.

Madam Walker opened Lelia College in Pittsburgh, Pennsylvania, named after her daughter. The college trained women in hair care techniques and business practices, empowering them to become independent entrepreneurs.

Madam Walker moved the headquarters of her company to Indianapolis, Indiana, which had better access to transportation and a larger Black population. She built a factory, laboratory, and beauty school in the city.

The Madam C. J. Walker Manufacturing Company experienced rapid growth during the 1910s, expanding its sales force across the United States and internationally. Madam Walker became one of the wealthiest African American women in the country.