Lisa Price

Lisa Price is the founder of Carol’s Daughter, one of the first African-American-owned product lines with a flagship store. Carol’s Daughter is a company born out of Price’s love for fragrance and a passion for scent alchemy that formed the foundation of her high-performing products. Carol’s Daughter began with Lisa creating hair and body products in her Brooklyn kitchen, and more than a quarter of a century later, amid massive industry disruption, new company leadership, and acquisition by L’Oréal, Carol’s Daughter continues to thrive and remain relevant in an industry where brands come and go as quickly as trends change.

Price, with a gentle nudge from her mother Carol, began to sell her products. With $100 in cash and a cramped kitchen, she crafted a collection that would become the foundation of a beauty empire. Selling her homespun concoctions at flea markets and later out of her living room, favorable word-of-mouth began to spread for early iterations of Almond Cookie, Hair Milk, and Black Vanilla Hair Smoothie—all of which retain their cult status today.

Word spread over the next few years, with celebrities like Jada Pinkett-Smith, Erykah Badu, Rosie Perez, and Halle Berry becoming loyal customers. After joining the L’Oréal family in November 2014, Carol's Daughter widened its extensive footprint, selling its hair, body, and skincare solutions nationwide at key retailers. During the Obama administration, Price was appointed to the National Women’s Business Council, an independent source of advice and policy recommendations to the President, Congress, and the U.S. Small Business Administration, on economic issues that face female business owners.

Price was featured in the film She Did That and has received numerous awards, including the National Black MBA Association's Entrepreneur of the Year Award, the Working Woman Magazine’s Entrepreneurial Excellence Award, and a Cosmetic Executive Women Achiever Award. She is also the author of “Success Never Smelled So Sweet,” a memoir that chronicles her transformation from a young Black woman deep in debt to president of a paradigm-changing business. Price is also a member of the Board of Directors for First Watch Restaurants.

In April 2021, Price and Carol’s Daughter partnered with the world-renown doula Latham Thomas and her foundation, The Mama Glow Foundation, to launch Love Delivered, an initiative focused on raising awareness of the Black Maternal Health Crisis in the United States and the importance of advocates and doulas at the times when Black birthing people and babies are most vulnerable---before, during and after birth. Love Delivered is working to positively impact the lives of Black birthing people and babies by raising awareness about Black Maternal Health amongst 100 Million people and directly engaging 10,000 people to be advocates.

Price still plays the Role of Founder of Carol’s Daughter within L’Oreal. It is who she is and who she will always be. She continues overseeing product development, brand vision, advertising and consumer communications, and actively educating the sales force on Carol's Daughter. Price is also a part of the Executive Committee at L’Oreal USA, giving her perspective on Black culture, diversity, equality and inclusion, and organizational topics.