Carol's Daughter

What Carol's Daughter does

Carol’s Daughter is a line of genuinely natural beauty products for the hair, skin, and body created by Lisa Price and named after her mother Carol. Founded in her Brooklyn, NY kitchen Price’s concoctions have become staples on the shelves of celebrity bathrooms of which grabbed the attention of company partners Will & Jada Pinkett Smith, Jay-Z and Mary J. Blige. Nature, family, and love are words that resonate with Carol’s Daughter and each product carries a unique story that describes the familiar manner in which it was born. Even after 20 years of success and expansion, Carol’s Daughter continues to deliver the highest quality products all the while carrying a treasure trove of family secrets ready to be experienced by its valued consumers. Today, Carol's Daughter products can be found in Carol's Daughter retail stores and on carolsdaughter.com, at Sephora, Macy's, Dillard's, Regis, ULTA, Belk, and on HSN.

Name

Carol's Daughter

Legal name

Carol's Daughter, LLC

Website

http://www.carolsdaughter.com/

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Carol's Daughter is a line of genuinely natural beauty products for the hair, skin, and body.

Ownership category

akta.pro rank

Product category

Natural Hair & Body Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

Keywords

• Natural hair care
• Beauty products
• Curl care
• Black-founded beauty
• Scalp care

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct-to-Consumer E-commerce: Carol's Daughter sells directly to consumers through its owned e-commerce website (carolsdaughter.com), which was relaunched in November 2025 following founder Lisa Price's reclamation of the brand from L'Oréal USA. The DTC channel offers the full product catalog along with exclusive content, educational resources, and special discounts. The brand also plans to introduce Lisa's Love List, a curated platform highlighting Black- and Brown-owned brands.
2. Retail / Wholesale Distribution: Products are sold through major retail partners including Target (30,000+ stores nationwide), making the brand's products accessible through physical retail. The brand previously launched on HSN and has been expanding retail distribution since joining the L'Oréal family in 2014-2015. Wholesale/retail revenue is generated through standard retailer-supplier arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Carol's Daughter manufactures and sells naturally derived hair, skin, and body care products for textured hair (curl types 2A–4C). The brand markets multiple collections (Goddess Strength, Black Vanilla, Coco Crème, Born To Repair, Hair Milk, Wash Day Delight, Mimosa Hair Honey, Lisa's Kitchen) covering shampoo, conditioner, oils, treatments, scalp and edge care, and styling products. It sells directly through carolsdaughter.com and through national retailers including Target.

Product overview

Carol's Daughter is a Black-founded prestige hair care brand offering multiple product collections for diverse curl types (2A-4C) and hair concerns. The portfolio includes the newest Lisa's Kitchen Scalp & Edge Care Collection (Edge Treatment Balm, Scalp Balancing Serum, Scalp & Edge Cleansing Oil, Scalp Detox Cleansing Nectar), the Goddess Strength Collection (strengthening and length-retaining products with Castor Oil and Minoxidil treatment), Black Vanilla Collection (moisture and shine with 30-year heritage), Coco Crème Collection (intense moisture for dry hair), Born To Repair Collection (clean, repairing formulas), Hair Milk Collection (curl definition), Wash Day Delight Collection (wash day products), and Mimosa Hair Honey (shine pomade). The brand also offers interactive tools including a Curl Type Quiz and Hair Loss Quiz, a curated marketplace called Lisa's Love List featuring Black- and Brown-owned brands, and the Love Delivered maternal health initiative. Products are sulfate-free, predominantly vegan, and made with naturally-derived ingredients like Monoi Oil, Shea Butter, Coconut Oil, and botanical extracts.

Differentiator

Problem solved

Functional benefit

Brands

• Lisa's Kitchen: Scalp and edge care collection launched in 2025, featuring products like Edge Treatment Balm, Scalp Balancing Serum, Scalp & Edge Cleansing Oil, and Scalp Detox Cleansing Nectar. Also serves as an educational content platform with videos featuring Lisa Price.

Products and services

• Lisa's Kitchen Scalp & Edge Care Collection Foundation-first scalp and edge care line including Edge Treatment Balm, Scalp Balancing Serum, Scalp & Edge Cleansing Oil, and Scalp Detox Cleansing Nectar. Targets consumers with dry, imbalanced scalps and fragile edges from protective styling.
• Edge Treatment Balm Balm-to-oil treatment for fragile edges powered by Green Coffee Butter with Nettle Leaf, Soursop, and Lavender. Nourishes and protects the hairline against stress from slick-backs, protective styles, wigs, and scarves.
• Scalp Balancing Serum Lightweight, oil-free daily scalp hydration serum with Niacinamide, Hyaluronic Acid, and Rice Protein. Fragrance-free formula for balanced, healthy-feeling scalp.
• Scalp & Edge Cleansing Oil No-rinse cleansing oil powered by Rice Bran Oil that dissolves buildup, excess oil, sweat, and styling residue without water.
• Scalp Detox Cleansing Nectar Sulfate-free scalp cleanser with Ceramides that lifts buildup while maintaining scalp's natural moisture balance. Airy foam delivers a detox-clean feel without dryness.
• Goddess Strength Collection Strength and length system formulated with a 7 Oil Blend (Castor Oil, Black Cumin Seed Oil, Ginger) to fortify weak, breakage-prone hair. Includes shampoo, conditioner, leave-in cream, hair oil, styling products, and the Hair Regrowth Treatment with Minoxidil. Advertised to deliver 94% breakage reduction and 15x stronger hair in 1 use.
• Goddess Strength Hair Regrowth Treatment with 2% Minoxidil OTC hair regrowth treatment with 2% Minoxidil for consumers experiencing hair loss and thinning. Targets weak, breakage-prone hair.
• Black Vanilla Collection Moisture and shine collection formulated with Aloe Leaf Juice, Shea Butter, Lavender Extract, and a proprietary Black Coconut vanilla fragrance. Includes sulfate-free shampoo, hydrating conditioner, leave-in conditioner, and styling products for curl types 2A–4C, providing up to 48 hours of moisture and frizz control.
• Coco Crème Collection Intense moisture system blended with Coconut Oil, Coconut Milk, Murumuru Butter, and Mango Butter for extremely dry curly and coily hair (curl types 3B, 3C, 4A). Includes curl shaping cream gel, coil enhancing moisture butter, sulfate-free shampoo, and creamy conditioner.
• Born To Repair Collection Clean, color-safe repairing line formulated with sustainably sourced Shea Butter and Babassu Oil for all curl types (2A–4C). Includes nourishing shampoo, conditioner, defining leave-in cream, reviving hair oil, and a 60-second moisture treatment.
• Hair Milk Collection Rejuvenate and define collection for curls, coils, kinks, and waves, blended with Agave Nectar, Shea Butter, and Oils. Includes Hair Milk Refresher Spray, Hair Milk Leave-In Moisturizer, and Hair Milk Curl Defining Butter.
• Wash Day Delight Collection Sulfate-free wash day collection for detangling and styling with Aloe, formulated for curl types 3A–4C. Includes Wash Day Delight Sulfate Free Shampoo and Wash Day Delight Conditioner with Aloe.
• Mimosa Hair Honey Shine Pomade 8 oz shine pomade infused with Shea Butter, Lavender, and Sage. Moisturizes scalp, conditions hair, and controls frizz. Free from Parabens, Mineral Oil, Artificial Colors, and Petroleum.

Quantifiable outcome

• Clinically proven to help regrow hair in 4 months (Goddess Strength Hair Regrowth Treatment with 2% Minoxidil)
• +3 more outcomes

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Mama Glow FoundationcoreStrategic or Co-development PartnerCarol's Daughter partners with the Mama Glow Foundation, a 501c3 non-profit founded by Latham Thomas, for its Love Delivered initiative focused on Black Maternal Health advocacy. The partnership commits $225,000 over 3 years to fund doula services and provide doula education grants for aspiring birth workers. Black birthing people in NYC, Miami, Los Angeles, Atlanta, and Washington D.C. can apply for grants to be matched with a Mama Glow-trained doula for complimentary support. The initiative aims to reach 100 million people with awareness and engage 10,000 advocates.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• SheaMoisture: SheaMoisture is a Black-founded natural hair and body care brand (now owned by Unilever) with a similar product portfolio of sulfate-free shampoos, conditioners, oils, and styling products for textured hair. It is the most direct large-scale competitor in the natural Black hair care space and competes head-to-head on Target shelves and in the same consumer demographics.
• Mielle Organics: Mielle Organics is a Black-founded natural hair care brand specializing in products for textured hair, known for its Rosemary Mint Strengthening Oil and scalp care lines. It directly competes with Carol's Daughter's Goddess Strength and hair care collections at Target, Sally Beauty, and other mass retailers, and was acquired by Procter & Gamble.
• Cantu Beauty: Cantu is a mass-market hair care brand specializing in shea butter-based products for curly, coily, and textured hair. It competes directly with Carol's Daughter's Coco Crème, Black Vanilla, and Born To Repair collections on price, target consumer (women with textured hair), and retail channels including Target and Walmart.
• Pattern Beauty: Pattern Beauty is a celebrity-founded (Tracee Ellis Ross) hair care brand for curly, coily, and tight textures. It directly competes with Carol's Daughter's premium curl-care positioning, particularly in the 3B-4C space, with shared retail presence at Target and Sephora.
• DevaCurl: DevaCurl is a specialized curly hair care brand known for its sulfate-free, moisture-focused products and the Curly Girl Method. It shares target consumers (2A-4C curly hair) with Carol's Daughter and competes in the curl-specific product category, though it skews more heavily toward 2A-3C curl types.
• TGIN (Thank God It's Natural): TGIN is a Black-founded natural hair care brand offering shampoos, conditioners, masks, and oils for textured hair. It targets the same Black consumer demographic and competes with Carol's Daughter on retail shelves (Target, Sally Beauty) and in the natural hair movement space.
• As I Am: As I Am is a Black-founded hair care brand focused on textured, curly, and coily hair with products for moisture, definition, and scalp health. It competes directly with Carol's Daughter in the natural hair care aisle and shares the Black-owned, science-informed positioning.
• The Mane Choice: The Mane Choice is a Black-founded hair care brand offering vitamins and hair products for textured hair, including scalp and growth-focused lines. It competes with Carol's Daughter's Goddess Strength and scalp-focused collections, targeting a similar consumer demographic.

Broad incumbents

• Dove (Hair Care): Dove is a mass-market personal care brand under Unilever offering a wide range of hair care products, including lines for curly and textured hair. It competes with Carol's Daughter on retail shelf space and pricing in the mass-market segment, but does not focus specifically on the Black hair care niche.

Emerging players

• Amika: Amika is a hair care brand offering products for various hair types with a focus on textured and color-treated hair. While it serves a broader audience, it offers overlapping curl-friendly products and competes in the prestige-ish mass hybrid segment where Carol's Daughter also operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/carolsdaughter

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Carol's Daughter