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Starting with $100 and a Brooklyn kitchen in 1993, Lisa Price built Carol's Daughter into a natural hair care brand that attracted celebrity investors and a L'Oréal acquisition — pioneering a market category decades before it became mainstream.
Lisa Price is the Founder of Carol's Daughter, a pioneering natural beauty and hair care brand that she started in her Brooklyn kitchen in 1993 with just $100.
Named after her mother Carol, the brand became a cultural touchstone for natural hair care, particularly within the Black community. Price grew Carol's Daughter from a local farmers market booth into a nationally recognized brand sold in major retailers including Ulta, Target, and Sephora. The company attracted celebrity investors including Will Smith, Jada Pinkett Smith, and Jay-Z before being acquired by L'Oréal in 2014. Price's entrepreneurial journey predates the natural hair movement by decades, making her a true pioneer who helped create and define an entire market category. She has been recognized by numerous organizations for her contributions to entrepreneurship and beauty innovation, and continues to advocate for minority entrepreneurs and female founders.
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