As Blain Roberts has shown, beauticians offered their clients a space to feel pampered and beautiful in the context of their own community because, "Inside Black beauty shops, rituals of beautification converged with rituals of socialization." Beauty contests emerged in the 1920s, and in the white community they were linked to agricultural county fairs. By contrast in the Black community, beauty contests were developed out of the homecoming ceremonies at their high schools and colleges.[101][102] The most famous entrepreneur was Madame C. J. Walker (1867–1919); she built a national franchise business called Madame C. J. Walker Manufacturing Company based on her invention of the first successful hair straightening process.[103]