Hair Care Brand Carol’s Daughter Returns To Independent Ownership After L’Oreal Sale
In a significant move for the beauty industry, Carol’s Daughter, the pioneering textured haircare brand founded by Lisa Price in 1993, has returned to independent ownership after over a decade under L’Oréal USA.
This transition marks a new chapter for the brand and underscores the enduring importance of Black-owned businesses in the beauty sector.
A Journey Rooted In Passion And Resilience
Thirty years ago, Lisa Price began Carol’s Daughter in her Brooklyn kitchen. Over the years, the brand became synonymous with natural haircare solutions tailored to the unique needs of Black women.
Its authentic approach and effective products garnered a loyal following, leading to its acquisition by L’Oréal USA in 2014. At that time, the partnership was seen as an opportunity to amplify the brand’s reach while maintaining its core values.
Reflecting on this journey, Price expressed a mix of emotions about the transition back to independence. She acknowledged the growth and learning experienced under L’Oréal’s umbrella but also shared her excitement about reclaiming the brand’s independent spirit.
“I feel like someone who has always done a thing, and then got to go to school and really, really learn the thing, and now I get to do it again on my own with all of this education and knowledge,” Price told The Grio.
The Transition To Independence
L’Oréal USA’s decision to sell Carol’s Daughter aligns with its strategic efforts to streamline its portfolio. The new ownership includes an as-yet unnamed independent beauty entrepreneur with a proven track record of acquiring and growing beauty brands.
Price will assume the role of President and hold an equity stake in the partnership, ensuring that her vision and leadership remain integral to the brand’s future.
David Greenberg, CEO of L’Oréal USA, praised Price’s enduring influence in a statement.
“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,” he said. “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.”
