Lisa Price

Lisa Price is the founder of Carol’s Daughter, one of the first African-American-owned beauty product lines with a flagship store. Inspired by her love of fragrance and passion for scent alchemy, Price began creating hair and body products in her Brooklyn kitchen. With just $100 and her mother Carol’s encouragement, she sold her homemade creations at flea markets and out of her living room. Early favorites like "Almond Cookie," "Hair Milk" and "Black Vanilla Hair Smoothie" gained cult status and remain popular today.

Over the years, celebrities including Jada Pinkett-Smith, Erykah Badu, Rosie Perez and Halle Berry became loyal customers. After joining L’Oréal in 2014, Carol’s Daughter expanded nationwide, selling hair, body and skincare products at major retailers. Price was appointed to the National Women’s Business Council during the Obama administration, providing policy recommendations to the President, Congress and the U.S. Small Business Administration on economic issues facing women entrepreneurs.

Price is the author of the memoir "Success Never Smelled So Sweet" and has received numerous awards, including the National Black MBA Association’s Entrepreneur of the Year Award, Working Woman Magazine’s Entrepreneurial Excellence Award, and a Cosmetic Executive Women Achiever Award. She was also featured in the documentary She Did That.

In 2021, Price and Carol’s Daughter partnered with doula Latham Thomas and The Mama Glow Foundation to launch "Love Delivered," an initiative raising awareness of the Black maternal health crisis and training advocates to support Black birthing people and babies.

Price continues to serve as Founder of Carol’s Daughter within L’Oréal, overseeing product development, brand vision, advertising and consumer communications. She is also a member of the Executive Committee at L’Oréal USA, providing insight on Black culture, diversity, equity and inclusion, and organizational strategy, while serving on the Board of Directors for First Watch Restaurants.