L’Oréal USA has sold its textured hair care brand, Carol’s Daughter, back to its founder, Lisa Price, for an undisclosed amount. Price, who originally founded the brand in 1993, will take on the role of President and has also secured an equity stake in the newly-established business partnership. She will be collaborating with an unnamed independent beauty entrepreneur who brings extensive experience in acquiring and growing beauty brands.
This marks a significant moment in Carol’s Daughter’s journey, with Price working alongside the new business partner to guide the brand’s future. L’Oréal USA expressed confidence that the partnership will continue the brand’s legacy of honoring and celebrating women of color.
David Greenberg, CEO of L’Oréal USA, praised Price for her visionary leadership and her ability to create a brand that resonates deeply with its audience. “We are proud of Carol’s Daughter’s long legacy and the transformative impact it has had on the beauty industry. At the heart of this legacy is Lisa Price, an entrepreneur who has always been ahead of her time,” Greenberg said.
Price will now work with her new partner, a beauty entrepreneur with a proven track record, to ensure a smooth transition as Carol’s Daughter enters this new chapter. L’Oréal’s US division will assist in facilitating the transition.
Carol’s Daughter, originally founded in Brooklyn, has been part of L’Oréal USA since 2014 when the French beauty giant acquired the brand. Now, under Price’s leadership, the brand is set to continue its growth and further its mission to serve women of color.
The sale follows L’Oréal’s recent divestiture of its skincare brands, Decléor and Saint-Gervais Mont Blanc, which were sold to the newly-formed French brand builder Cospal in December 2024. Cospal, led by Matthieu Lesieur, aims to rejuvenate these iconic brands while staying true to their legacies.
“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,” Greenberg added, reflecting optimism for the future of the brand under its original founder.
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