BeautyHair care

L’Oréal USA Sells Carol’s Daughter Back to Founder Lisa Price

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.

Published: Mar 3, 2025 1:37 PM

By Jeanel Alvarado

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L’Oréal USA Sells Carol’s Daughter Back to Founder Lisa Price

Credit: L’Oréal USA Sells Carol’s Daughter Back to Founder Lisa Price

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…

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L’Oréal USA Sells Carol’s Daughter Back to Founder Lisa Price

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.

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