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Carol’s Daughter Returns to Independent Ownership, Founder Promises ‘Bolder’ Next Chapter

Kim Anthony • March 16, 2025

(BROOKLYN, NY) Carol’s Daughter is officially back under Black ownership and independent operation following L’Oréal’s sale of the beloved textured haircare brand.


On March 3, founder Lisa Price announced that she will lead the company into its next era alongside an independent beauty entrepreneur with a proven track record in acquiring and scaling beauty brands.

Price, who launched Carol’s Daughter in Brooklyn more than 30 years ago, is stepping into her new role as president with a bold vision.


“This next chapter? It’s bolder. It’s fearless. It’s about innovation that doesn’t just follow trends but sets them,” Price shared in an Instagram video. “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.”


Price opened her announcement with gratitude for L’Oréal, acknowledging their “extraordinary” partnership that helped expand the brand’s reach and impact.


L’Oréal echoed its confidence in Price’s leadership and the brand’s continued success under its new ownership.


“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 ahead of her time who 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 as President and the support of its new partner, Carol’s Daughter will continue to thrive for years to come.”


L’Oréal has committed to working closely with Price and her new partner to ensure a smooth transition. Meanwhile, longtime fans have flooded social media with support, excitement, and requests for the return of classic favorites.


“Congratulations! Please bring back the body products! Specifically the Ocean scent!” one fan commented.


As Carol’s Daughter enters this new era, one thing is clear: the brand is ready to embrace its roots, push boundaries, and continue shaping the future of beauty on its own terms.


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