Middle East
L’Oréal USA Signs Agreement to Sell Carol’s Daughter
New York – March 3, 2025 – L’Oréal USA today announced the sale of Carol’s Daughter, a pioneering brand in textured haircare, to new ownership. For more than 30 years, Carol’s Daughter has championed the textured hair movement and served as a trusted brand for the Black community. The brand will now begin a new chapter under the leadership of its founder and new President, Lisa Price, alongside an independent beauty entrepreneur with a proven track record of acquiring and growing beauty brands, including Ambi, AcneFree, Baxter of California, and Dermablend.
Carol’s Daughter’s founder, Lisa Price, who launched the brand in Brooklyn over three decades ago, will assume the role of President in the new structure and has an equity stake in the partnership. Lisa Prices’ extraordinary vision, creativity, and deep connection to the textured hair community have been the driving force behind Carol’s Daughter’s success. This transition reflects L’Oréal’s belief in her leadership and the new partner’s ability to honor the brand’s heritage, values, and commitment to its loyal customers.
“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, L’Oréal USA. “At the heart of this legacy is Lisa Price, an entrepreneur who has always been ahead of her time and 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 Price as President and the support of its new partner, Carol’s Daughter will continue to thrive for years to come.”
L’Oréal USA is working closely with Lisa Price and the new business partner to ensure a seamless transition, while supporting the Carol’s Daughter team as the brand enters this new phase.
L’Oréal USA extends its heartfelt gratitude to Lisa Price and the entire Carol’s Daughter team for their dedication and many contributions over the years.
Carol’s Daughter’s founder, Lisa Price, who launched the brand in Brooklyn over three decades ago, will assume the role of President in the new structure and has an equity stake in the partnership. Lisa Prices’ extraordinary vision, creativity, and deep connection to the textured hair community have been the driving force behind Carol’s Daughter’s success. This transition reflects L’Oréal’s belief in her leadership and the new partner’s ability to honor the brand’s heritage, values, and commitment to its loyal customers.
“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, L’Oréal USA. “At the heart of this legacy is Lisa Price, an entrepreneur who has always been ahead of her time and 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 Price as President and the support of its new partner, Carol’s Daughter will continue to thrive for years to come.”
L’Oréal USA is working closely with Lisa Price and the new business partner to ensure a seamless transition, while supporting the Carol’s Daughter team as the brand enters this new phase.
L’Oréal USA extends its heartfelt gratitude to Lisa Price and the entire Carol’s Daughter team for their dedication and many contributions over the years.