Carol’s Daughter, the beloved haircare brand founded by Lisa Price, has announced its departure from L’Oréal and its return to independent ownership.
This move marks a significant shift for the company, which has been under L’Oréal’s umbrella since 2014.
Carol’s Daughter reclaims its independent roots
Lisa Price started Carol’s Daughter in 1993 as a passion project in her Brooklyn kitchen, creating homemade hair and body products for women with textured hair. Her brand quickly gained a loyal following, attracting celebrity endorsements and national recognition. In 2014, L’Oréal acquired Carol’s Daughter, helping it expand its reach.
Now, after a decade under the global beauty giant, Carol’s Daughter is stepping away to reclaim its independence. Price expressed her excitement about this transition, emphasizing the brand’s commitment to its original mission.
“This is a full-circle moment,” Price said. “Carol’s Daughter was built on love, community, and the celebration of Black beauty. Returning to independent ownership allows us to reconnect with those roots and continue innovating for our customers.”
Why the departure matters
Many consumers celebrated the announcement, viewing it as a win for Black-owned beauty brands. Over the years, some customers felt that corporate ownership diluted the authenticity of Carol’s Daughter’s products. By going independent, the brand has the opportunity to strengthen its relationship with its community and refocus on the needs of textured-hair consumers.
Industry experts also see this as part of a larger trend in the beauty industry, where independently owned brands are thriving by offering specialized, culturally connected products.
What’s next for Carol’s Daughter?
Carol’s Daughter plans to continue developing innovative formulas while staying true to its original ethos. Price assured customers that quality and accessibility would remain top priorities. The brand also hinted at expanding its product line and increasing direct engagement with its customer base.
As Carol’s Daughter steps into its next chapter, its return to independence represents more than just a business move—it’s a reaffirmation of its legacy in the natural haircare space. For longtime fans, this shift signals a renewed commitment to authenticity, inclusivity, and innovation in Black beauty.
