Lisa Price reclaims her legacy
Lisa Price, founder of Carol’s Daughter, has reacquired the textured hair care brand from L’Oréal USA in a deal for an undisclosed amount.
As part of the agreement, Price will assume the role of president and take an equity stake in the newly established business partnership.
“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 of 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.”
L’Oréal USA will work alongside Price and her new partner to ensure a smooth transition as the brand enters this new phase.
A journey back to independence
Carol’s Daughter was founded in Brooklyn in 1993 and acquired by L’Oréal USA in 2014. The brand became known for its emphasis on natural ingredients and products for textured hair.
“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.
Broader industry shifts
The divestment follows L’Oréal USA’s recent decision to sell its skincare brands Decléor and Saint-Gervais Mont Blanc to the French brand builder Cospal. The company, founded in 2024 by Matthieu Lesieur, acquired the brands in December for an undisclosed amount.
Decléor, founded in 1974, became a staple in luxury spas, focusing on aromatherapy and essential oils. Lesieur’s family has deep ties to the brand, with his father, Hervé Lesieur, reportedly acquiring Decléor in 1989 before selling it to Shiseido.
Originally reported by Alessandro Carrara of Cosmetic Business.
