After ten years under the L’Oréal umbrella, Carol’s Daughter is reclaiming its independence. The brand’s founder, Lisa Price, is stepping back into a leadership role. She’s also assuring customers that while ownership is changing, the formulas they know and love will remain untouched.

In an exclusive interview with 21Ninety, Price reflected on Carol’s Daughter’s growth over the past decade, from expanded distribution and sales to philanthropic endeavors like Love Delivered, the brand’s Black maternal health initiative.

“Being able to celebrate the 25th anniversary of Carol’s Daughter at the Smithsonian Museum of African American History and Culture was an amazing milestone,” Price shared. “It’s been an amazing 10 years.”

However, as the company embarks on this new journey, Price emphasizes that the transition back to independence felt like the natural next step.

“For about two years now, I’ve been thinking, what does my exit look like?” she admitted. “Do I retire? Do I start a new brand? Then the idea of being independent again bubbled up in conversation, and I realized I didn’t want to stop.”

Reassuring Loyal Customers

A common concern when brands shift ownership is whether their beloved products will change. Price acknowledges these worries but reassures Carol’s Daughter’s devoted customers that there’s nothing to fear.

“Some people believed that when I walked through L’Oréal’s doors, I sold out and watered down my formulas,” she said. “That was never the case. I never changed them to something negative, and I won’t change them now.”

Instead, the transition back to independence will allow Carol’s Daughter to operate with more flexibility.

“What I can do now is innovate differently, maybe a little quicker, and bring back fan favorites,” Price explained. “It’s just a different process when you’re smaller, and you get to have a little bit more fun.”

Lisa Price as President Once Again

Returning as president, Price describes the role as a shift back to hands-on creativity.

“I get to sit with the team and ideate from the jump,” she said. “I love that idea of sitting around the kitchen table, with everyone giving input. I don’t like issuing orders—I want collaboration.”

Price recognizes that leading an independent company today is different from when she first founded Carol’s Daughter in her Brooklyn kitchen.

“Sometimes I think, ‘Girl, what are you doing? You don’t know social media strategy!’” she joked. “But that’s what consultants and great teams are for.”

Meet the New Independent Partner

Alongside Price, Carol’s Daughter has a new financial partner, Joe Wong, a businessman known for acquiring brands like DermaBlend and Ambi.

“Joe prefers to be behind the scenes,” Price said. “He’s like, ‘This is your brand. You know this better than I do. I’m just here to help you figure it out.’”

Their partnership is built on mutual respect and financial mindfulness.

“We both like making money, but neither of us likes spending it unnecessarily,” Price laughed. “We make sure budgets make sense before making any moves.”

What’s Next for Carol’s Daughter?

As Carol’s Daughter transitions away from L’Oréal, Price likens the process to moving into a new home while still having access to the old one.

“You don’t just turn off one system and turn on another overnight,” she explained. “New products could take up to a year, but in the meantime, you’ll see more community efforts, pop-ups, and events.”

Price is particularly excited to reintroduce Carol’s Daughter to its loyal customers in a more personal way.

“I haven’t been to a hair show in over a decade, and I can’t wait to get back there at the end of the month,” she said. “I’d also love to involve the community in decisions, like which fan-favorite products we bring back first. Should it be Jamaican Punch or Almond Cookie? I want customers to feel like they’re a part of it.”

As Carol’s Daughter embarks on this new chapter, Price’s message is clear: the brand’s heart and integrity remain intact.

“This is an exciting time,” she said. “We’re returning to our roots, but with all the wisdom and experience we’ve gained over the years.”

Carol’s Daughter fans can rest assured—their favorite products, and the spirit of the brand, are here to stay.