They Laughed When She Quit MTV — But 15 Years Later, L’Oréal Wrote Her a $62 Million Check
Who is Lisa Price and how did she start Carol’s Daughter? How much did L’Oréal pay for Carol’s Daughter? What are the best products from Carol’s Daughter? Why is Carol’s Daughter important in Black haircare history? What’s Lisa Price doing now?
By YEET Magazine Staff, YEET Magazine
Published October 6, 2025
They Laughed When She Quit MTV — But 15 Years Later, L’Oréal Wrote Her a $62 Million Check
“I didn’t start Carol’s Daughter to get rich. I started it because I wanted something better for my hair.” — Lisa Price (source: essence.com)
Keywords: Lisa Price, Carol’s Daughter, L’Oréal acquisition, natural hair, Black-owned business, beauty entrepreneurship, MTV career story, haircare success, shea butter, natural ingredients
The Beginning: A Creative Job, but a Bigger Dream
In 1993, Lisa Price was working at MTV, surrounded by music, fashion, and creativity. It was the kind of dream job most people would cling to. But while her career flourished, something else was falling apart — her hair.
It was dry, damaged, and ignored by every major beauty brand. Price, tired of store-bought disappointment, started experimenting in her Brooklyn kitchen after work.
She melted shea butter, mixed in jojoba oil and essential oils, and created a formula that finally worked. She named it after her mother — Carol’s Daughter — a quiet tribute that would soon echo across the beauty world.
From Kitchen Counter to Cult Brand
Her coworkers at MTV noticed her healthy, glowing hair and started asking for her secret. Lisa began selling small jars at church bazaars and local fairs.
Then came word of mouth — Brooklyn-style.
No marketing team. No investors. Just a community of women who wanted products made for them.
By the late ’90s, Carol’s Daughter had built a loyal following, especially among Black women looking for natural, nourishing haircare in an industry that largely ignored them.
The Breakthrough: Oprah, Investors, and Nationwide Buzz
In 2002, Lisa’s life changed when Oprah Winfrey featured her on The Oprah Winfrey Show. Overnight, the brand went from a local secret to a national sensation.
Soon, celebrities like Jada Pinkett Smith, Mary J. Blige, and Will Smith invested in Carol’s Daughter. It became one of the first major Black-owned beauty brands to hit national retail shelves — including Sephora and Target.
Lisa’s homemade formulas were now household names.
The Big Moment: L’Oréal Comes Calling
In 2014, L’Oréal USA acquired Carol’s Daughter in a deal reportedly worth $62 million.
From kitchen experiments to corporate boardrooms — Lisa’s dream had come full circle.
Critics feared the brand would lose its authenticity under a global giant. But Lisa stayed on as a creative force, ensuring that Carol’s Daughter’s message of empowerment and self-love remained intact.
Today, it stands as one of the most influential natural haircare brands in the world.
The Lesson: From Passion Project to Power Brand
Lisa Price’s journey is more than a business success story. It’s a story of representation, resilience, and reclaiming beauty standards.
She didn’t wait for big brands to notice her.
She built her own.
✅ What You Can Do Now
- Support small, independent brands founded by underrepresented entrepreneurs.
- Learn the history behind the products you use.
- If you’re building something — start where you are. The kitchen table might just be your launchpad.
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