L’Oréal USA has sold popular hair care brand Carol’s Daughter back to its founder, Lisa Price, and an unnamed independent beauty entrepreneur. The sale marks a significant shift for the beloved brand that has served women of color since 1993. Price will now lead the company as President, bringing Carol’s Daughter back to its independent roots after nearly a decade under corporate ownership.
Founder Lisa Price Reclaims Leadership of Carol’s Daughter Brand
Lisa Price has officially returned to the helm of Carol’s Daughter, the hair care brand she launched from her Brooklyn kitchen in 1993. After being acquired by L’Oréal in 2014, the brand will now begin a new chapter under Price’s leadership as President, alongside an independent beauty entrepreneur with experience growing brands like Ambi, AcneFree, Baxter of California, and Dermablend.
“This next chapter? It’s bolder. It’s fearless. It’s about innovation that doesn’t just follow trends but sets them,” Price announced in an Instagram video sharing the news. “Most importantly, it’s about deepening our commitment to you, the community that built us, to every person who has ever believed in me, to those of you who have rocked with Carol’s Daughter from day one.”
L’Oréal USA Supports Transition After Nearly Decade-Long Ownership
L’Oréal USA CEO David Greenberg expressed pride in Carol’s Daughter’s legacy and impact on the beauty industry during the company’s stewardship. The beauty giant acquired the brand in 2014, helping to expand its reach and visibility in the mainstream market.
“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,” Greenberg stated. “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.”
Black Hair Care Pioneer’s Brooklyn Kitchen Origins
Carol’s Daughter has a storied history that began when Price started mixing natural hair products in her Brooklyn kitchen nearly three decades ago. The brand was named after Price’s mother, Carol, and quickly gained popularity for its natural ingredients and effectiveness for textured hair.
From its humble beginnings, Carol’s Daughter grew into one of the most recognized Black-owned beauty brands in the country. Price built a loyal following before L’Oréal’s acquisition in 2014, positioning the brand as a pioneer in the natural hair care movement for women of color.
Fans Celebrate Return to Independent Ownership
News of the sale has generated excitement across social media, with longtime fans celebrating the brand’s return to independent ownership. Many customers view this change as a return to Carol’s Daughter’s authentic roots and core values that initially drew them to the brand.
L’Oréal USA has stated they are working behind the scenes to ensure a “seamless transition” for customers as Carol’s Daughter enters this new phase. The company has also extended gratitude to the Carol’s Daughter team for their dedication and hard work throughout the years of partnership.
Carol’s Daughter’s Community Impact Beyond Hair Care
Beyond providing hair care products, Carol’s Daughter has maintained a commitment to community initiatives. The brand has partnered with the Mama Glow Foundation to provide free doula services for Black women through their Love Delivered Initiative, addressing critical maternal health disparities.
This focus on community support demonstrates Carol’s Daughter’s broader mission beyond beauty products. Under Price’s renewed leadership, the brand appears poised to continue and potentially expand these community-focused efforts, further strengthening its connection with consumers.
Future Innovation and Growth Under New Ownership
With the change in ownership, Carol’s Daughter is positioned for a new era of growth and product development. Price’s return brings the founder’s original vision back to the forefront, potentially influencing the brand’s direction in significant ways.
The unnamed beauty entrepreneur partnering with Price brings experience with several successful beauty brands. This combined expertise suggests Carol’s Daughter may leverage both its authentic heritage and fresh business strategies to innovate within the competitive hair care market.
