Founder Lisa Price Repurchased Carol's Daughter
The brand founder reclaimed control of her company after a decade of corporate ownership by L'Oreal.
Updated on Oct. 6, 2026 in Beauty
Live Poll
Do you believe Black ownership of established consumer brands is essential for their future success?
In March 2025, founder Lisa Price repurchased the beauty brand Carol's Daughter, which she originally launched in her Brooklyn kitchen 30 years ago. This transition marks the end of a 10-year period during which the company was owned by L'Oreal.
Why it matters
The change in ownership reflects a strategic pivot for the brand, as Price seeks to redefine the company's future direction under her own leadership. Price has formally partnered with Joe Wong to oversee operations as the business moves into this next chapter.
Official reports confirm the transition of ownership finalized in March 2025 after a decade-long interval under corporate management. The scope of this organizational shift involves the return of control to the founder, though specific financial details remain unavailable.
The players
Lisa Price
Founder and current president of Carol's Daughter who recently regained full control of the brand.
Joe Wong
Business partner and leadership executive collaborating with Lisa Price to guide the company.
L'Oreal
A global multinational personal care company that owned and operated Carol's Daughter from 2014 to 2025.
The details
Lisa Price reclaimed the company to initiate a structural and strategic pivot, moving away from the operational framework established during the L'Oreal acquisition. By partnering with Joe Wong, who takes on a leadership role, Price aims to manage the brand as its forever founder and president. This move effectively transitions the company back to independent leadership after 10 years of corporate oversight.
Timeline
1990s: Lisa Price founded Carol's Daughter in Brooklyn.
2014: Lisa Price sold the company to L'Oreal.
March 2025: Lisa Price repurchased the company.
October 5, 2026: Lisa Price discussed the repurchase on the Tamron Hall show.
Health Landscape
The repurchase of Carol's Daughter serves as a departure from the industry pattern of permanent corporate consolidation for independent beauty labels. It marks a return to founder-led management within the personal care sector, reversing the trajectory set by the 2014 sale of Carol's Daughter to L'Oreal.
Consumers who use products from this brand may see shifts in product focus or company values as leadership strategies evolve. Because these changes can influence future formulations or availability, it is worth paying attention to brand announcements regarding product lines.
The takeaway
The return of a brand to its founder can signal significant shifts in company vision and product development. When major legacy brands change ownership, tracking these transitions helps you understand potential upcoming shifts in product availability or ingredient sourcing.
Further reading
For more on evolving leadership trends in the cosmetics market, visit our Beauty section.
Live Poll
Do you believe Black ownership of established consumer brands is essential for their future success?
