L’Oréal Sells Hair Care Brand Carol’s Daughter

L’Oréal USA has announced the sale of Carol’s Daughter, the pioneering brand it acquired in 2014, to an independent beauty entrepreneur, marking a significant new chapter for the hair care company.

Founded by Lisa Price in Brooklyn in 1993, Carol’s Daughter began with high-quality products “made with love,” crafted in her kitchen with encouragement from her mother, Carol. As family and friends praised how these formulas transformed their hair and skin, Lisa realised she had created something special. “I needed a name for my company, so I made a list of everything I was and everything I wanted to be, and I realised that the most special thing that I am is Lisa, Carol’s Daughter,” Price explained. Since then, Carol’s Daughter has been a pioneer in the textured hair movement, earning the trust of the Black community.

Under the new structure, Lisa Price will return as President and will hold an equity stake in the brand. Price’s vision and creativity, which have been instrumental in Carol’s Daughter’s success, will continue to guide the company’s future. Joining her is an independent beauty entrepreneur known for acquiring and scaling beauty brands such as Ambi, AcneFree, Baxter of California, and Dermablend.

“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 of 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 honoured and celebrated women of colour for decades.”

The partnership reflects L’Oréal’s confidence in Price’s ability to preserve the brand’s values and build on its achievements. As part of the transition, L’Oréal will work closely with Price and the new partner to ensure a seamless handover, providing support to the Carol’s Daughter team as they move forward.

The sale highlights a growing trend in the beauty industry, where heritage brands are embracing independent leadership to maintain authenticity and deepen connections with their core audiences. In September 2024, Cassandra Grey, alongside private equity veteran Sherif Guirgis, successfully reacquired her luxury beauty retailer, Violet Grey, from Coupang, the South Korean owner of Farfetch. The following month, Mark Curry, co-founder of The Inkey List, announced his return as Chief Executive Officer of the brand.

For Carol’s Daughter, Lisa Price’s return to leadership offers an opportunity to expand the brand’s influence while remaining true to its roots.