In 1993, Lisa Price launched Carol’s Daughter from her Brooklyn apartment, naming the brand after her mother, Carol. She began by creating handmade hair and skincare products tailored to the needs of the Black community.
Her dedication and innovation quickly attracted a loyal following, leading to the opening of the first Carol’s Daughter boutique in Fort Greene, Brooklyn, in 1999.
In October 2014, L’Oréal USA acquired Carol’s Daughter as part of its strategy to expand in the multicultural beauty market. At the time, the brand had surpassed $27 million in net sales, though the terms of the acquisition were not publicly disclosed.
In March 2025, L’Oréal USA announced the sale of Carol’s Daughter back to its founder, Lisa Price, in partnership with an independent beauty entrepreneur known for successfully acquiring and scaling beauty brands. Price will serve as President and hold an equity stake in the company.
