In a significant development within the beauty industry, Carol’s Daughter, the pioneering haircare brand founded by Lisa Price in 1993, has transitioned back to Black ownership. After over a decade under L’Oréal USA’s umbrella, the brand is now co-owned by Lisa Price and entrepreneur Joe Wong, marking a new chapter in its storied history .
A Legacy Reclaimed
Lisa Price began Carol’s Daughter in her Brooklyn kitchen, crafting products tailored to the unique needs of textured natural hair. Her dedication quickly garnered a devoted following, leading to investments from celebrities like Will Smith, Jada Pinkett Smith, Jay-Z, and Mary J. Blige by 2002. The brand’s acquisition by L’Oréal USA in 2014 facilitated international expansion, introducing Carol’s Daughter to markets in Canada, the UK, and Europe .
A Strategic Partnership
In March 2025, L’Oréal USA announced the sale of Carol’s Daughter to Lisa Price and Joe Wong. Wong, known for acquiring and revitalizing former L’Oréal brands such as Ambi Skincare, AcneFree, Baxter of California, and Dermablend, brings a wealth of experience to the partnership . Price will assume the role of President, ensuring her vision and leadership remain central to the brand’s future.Official Black Wall Street – Blog
Industry Reactions
David Greenberg, CEO of L’Oréal USA, expressed confidence in the new ownership, stating, “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” .
Looking Ahead
As Carol’s Daughter embarks on this new journey, the brand is poised to continue its legacy of providing high-quality, culturally resonant hair care products. With Lisa Price at the helm once again, consumers can expect a renewed focus on community engagement, authenticity, and the celebration of Black beauty .
For more information, visit the official Carol’s Daughter website: www.carolsdaughter.com
References
- Beauty Independent: L’Oréal Divests Pathbreaking Textured Haircare Brand Carol’s Daughter To Joe Wong And Founder Lisa Price
- People of Color in Tech: L’Oréal USA Sells Carol’s Daughter Back To Founder Lisa Price And Finance Veteran Joe Wong
- Business of Fashion: Carol’s Daughter on Life After L’Oréal
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