“To name my company, I listed everything I was and wanted to be and realized the most special thing that I am is Lisa, Carol’s daughter.” – Lisa Price
This is an extraordinary story and journey of love, resilience, and the alchemy of turning passion into purpose. What began in a small Brooklyn kitchen with just $100 in hand became Carol’s Daughter, a pioneering beauty brand that transformed the landscape of hair and skincare, celebrating the unique beauty and heritage of Black women worldwide. The Amazon’s Watch Magazine takes time to recognize her remarkable journey.
From a Kitchen Hobby to a Beauty Legacy
Lisa Price never envisioned herself as a beauty mogul. With a background in TV production, she found solace and creativity in mixing fragrances and experimenting with aromatherapeutic oils in her cramped Brooklyn kitchen. Initially, it was a hobby, a way to escape the demands of her day job. But soon, her curiosity deepened as she educated herself on the healing properties of essential oils and the art of scent alchemy.
In 1993, at her mother Carol’s gentle urging, Price decided to share her creations with the world. Armed with a cash reserve of just $100, she began crafting handmade lotions, creams, and hair products. Selling her concoctions at flea markets and eventually from her living room, Price’s creations gained a loyal following. Her iconic products, Almond Cookie, Hair Milk, and Black Vanilla Hair Smoothie—quickly achieved cult status, a testament to their authenticity and effectiveness.
A Name Rooted in Identity and Love
The name Carol’s Daughter was more than a nod to her mother; it was a declaration of identity. “I listed everything I was and wanted to be,” Price recalls. “And I realized the most special thing I am is Lisa, Carol’s daughter.” This deeply personal touch became the foundation of a brand that resonated with consumers seeking products made with love and intention.
Star Power and the Spotlight: A Hollywood Favorite
The quality and authenticity of Carol’s Daughter products soon caught the attention of Hollywood. Celebrities like Jada Pinkett-Smith, Erykah Badu, Rosie Perez, and Halle Berry became devoted fans, further amplifying the brand’s reach. With each endorsement, Carol’s Daughter grew, becoming synonymous with high-quality, natural beauty solutions tailored to the needs of Black women.
The L’Oréal Acquisition: Scaling New Heights
In 2014, Carol’s Daughter joined the L’Oréal family, a move that propelled the brand to new heights. While some feared the acquisition might dilute its authenticity, Price remained at the helm as the brand’s founder, ensuring its mission and integrity stayed intact. Today, Carol’s Daughter products are sold nationwide, and the brand continues to thrive in an industry where trends often outpace longevity.
Advocacy and Community Impact
Beyond business, Lisa Price has leveraged her platform to advocate for important causes. During the Obama administration, she served on the National Women’s Business Council, advising on economic issues facing female entrepreneurs. In 2021, she launched “Love Delivered” in partnership with doula Latham Thomas and the Mama Glow Foundation. This initiative addresses the Black maternal health crisis, raising awareness and providing advocacy for Black birthing people and their babies.
A Legacy of Recognition and Influence
Lisa Price’s contributions have earned her numerous accolades, including the National Black MBA Association’s Entrepreneur of the Year Award and the Cosmetic Executive Women Achiever Award. Her memoir, Success Never Smelled So Sweet, chronicles her transformation from a young woman burdened with debt to the founder of a groundbreaking business.
Price also plays an active role within L’Oréal’s Executive Committee, offering invaluable insights on Black culture, diversity, and inclusion. Her influence extends beyond beauty, shaping conversations about equity and representation in corporate spaces.
Balancing Work and Life
Despite her demanding career, Lisa Price remains deeply rooted in her personal life. She and her husband, Gordon, have three children and continue to call Brooklyn home. When she isn’t overseeing product development or representing Carol’s Daughter on global stages, Price enjoys crocheting, knitting, and spending time at the beach—simple pleasures that ground her in the midst of her whirlwind journey.
The Heart of Carol’s Daughter
What makes Carol’s Daughter stand the test of time in a fickle industry? Price believes it’s the love infused into every product. “When you create something with love and care, it resonates,” she explains. This ethos has attracted millions of loyal customers who feel seen, valued, and celebrated.
Inspiring Future Generations
Lisa Price’s story is more than a tale of entrepreneurial success; it’s a blueprint for aspiring businesswomen. Her journey teaches us that passion, resilience, and authenticity can pave the way for transformative success. It’s a call to action for women everywhere to trust their instincts, embrace their uniqueness, and build their dreams—one step at a time.
As Price herself says, “When you listen to your heart and follow your passion, amazing things can happen. The world is waiting for what only you can create.”
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