Thirty years after Lisa Price started blending hair oils in her Brooklyn kitchen, Carol’s Daughter—the brand that sparked a textured hair revolution—is coming full circle. L’Oréal USA announced today that it has sold the iconic Black-owned haircare line back to Price and an unnamed beauty entrepreneur. This transition marks a pivotal shift for the brand. Over the past decade, it became a household name under L’Oréal’s ownership but faced challenges balancing corporate scale with its grassroots, community-driven identity.
“We are proud of Carol’s Daughter’s long legacy and the transformative impact it has had on the beauty industry,” said David Greenberg, CEO, L’Oréal USA. “At the heart of this legacy is Lisa Price, an entrepreneur who has always been ahead of her time and has built Carol’s Daughter into a beloved brand that has honored and celebrated women of color for decades. We are confident that, with Lisa Price as President and the support of its new partner, Carol’s Daughter will continue to thrive for years to come.”
Carol’s Daughter, founded in 1993 in Price’s Brooklyn kitchen, revolutionized the natural hair movement by catering to Black women who sought alternatives to harsh chemical relaxers. Price’s comeback mirrors a broader shift. In 2024, 62% of consumers told McKinsey they trust founder-led brands “to understand their needs” vs. 38% for corporate-owned labels.
Lisa Price said in a statement: "10 years ago, I decided to take Carol's daughter, my brand, my vision, my passion to heights I had once only dreamed of. Being apart of the Loreal family gave use the ability to touch so many lives. This journey has been nothing short of extraordinary. Thank you Loreal."
"But my dreams are not finished. Today I begin a new chapter and reclaim the indie spirit of my brand as its forever founder and newly appointed President. Join me as we transition to a new partnership and chart our path forward."
After L’Oréal acquired Carol’s Daughter in 2014 for $27 million, it promised to scale the brand while staying true to its roots. But for some customers, the magic faded. Now, Price returns as President with an equity stake, partnering with an entrepreneur who revived legacy brands like Dermablend (which saw a 200% sales jump post-acquisition). L’Oréal will assist in the transition, ensuring continuity for the brand’s team and operations.
"Under L’Oréal, Carol’s Daughter expanded to 10,000+ stores globally but faced criticism over formula tweaks and delayed launches," said Jeanel Alvarado, retail expert. "Independent ownership could mean faster, community-driven R&D."
The message is clear: Carol’s Daughter is doubling down on what made it a cult favorite.
Price added, "This new chapter is bolder and fearless. It's about innovation that doesn't just follow trends but sets them. Most importantly, it's about deepening our commitment to the community that built us. To every person who has ever believed in me and rocked with Carol's daughter since day one. This is our moment, and we were made for a time such as this," said Lisa Price.
For longtime fans, today’s news feels like a family reunion. For skeptics, it’s a chance to fall in love again. Either way, Carol’s Daughter’s next chapter is written by the woman who started it all—with her hands, her heart, and a kitchen full of dreams.
