Hair
Carol’s Daughter Is Black-Owned Again
Lisa Price has reclaimed ownership of the brand she founded more than three decades ago.
Natural haircare brand Carol’s Daughter is officially back in the hands of its founder, Lisa Price. Price recently announced that she has reclaimed ownership of the brand she built, restoring its identity as an independent Black-owned beauty brand.
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In a time of DEI rollbacks and dwindling resources for Black-owned businesses, longtime supporters are celebrating the return of a brand that was founded on prioritizing Black haircare.
Price started the company in the early ‘90s, selling handmade products at flea markets. Using nourishing ingredients like shea butter, jojoba oil, and almond oil, she created hair products that actually worked—free from the harsh chemicals that had long dominated the market.
The brand exploded in popularity, with celebrities like Jada Pinkett Smith and Mary J. Blige catapulting Price into the national spotlight, including a 2006 appearance on The Tyra Banks Show. There, she shared her journey from a kitchen-based business to a trusted staple for Black women. Long before “community building” became a marketing buzzword, Price was cultivating deep, authentic connections through storytelling and in-person events, creating an almost cult-like customer base.
In 2014, Carol’s Daughter was acquired by L’Oréal USA, a move meant to expand its reach. But for many Black consumers, the sale raised concerns—would the formulas change? Would the brand stay true to its roots? While Price remained a visible presence, consistently affirming her commitment to product integrity, the conversation around Black-owned independence never faded.
Now, that moment has arrived.
“My dreams are not finished,” Price said in her announcement. “Today, I begin a new chapter and reclaim the indie spirit of my brand as its forever founder and newly appointed president.”
The excitement is palpable. Black women have always been the foundation of Carol’s Daughter, and with its return to independent ownership, many are eager to see what’s next. With Lisa Price back at the helm, one thing is certain—Carol’s Daughter is home again.
