Beauty insider: Lisa Price
Renowned natural hair care brand, Carol’s Daughter, finally made its way to our shores late last year. We chatted to its founder Lisa Price
What’s your take on the natural hair revolution?
I love it! As women of African descent we are uniquely and genetically blessed with hair that can be many things, provided we take care of it. We can be straight or curly, braided or locked, and we can rocks weaves or wigs. I know many women who wear all these looks in the span of a year!
What inspired your love for hair?
Actually, Carol’s Daughter began out of my love for fragrance. I started with body moisturisers. The hair range followed as a result of women asking me for hair products because they were not finding them elsewhere. And through that process of creating for others, I discovered what I too was lacking in that area. I’m also super-passionate about women having options and not being forced to compromise the health of their hair for a style.
When and how did Carol’s Daughter come about?
Carol’s Daughter began 25 years ago when my love for fragrance led me to create scented body butters in my kitchen. I then sold these at a church flea market in Brooklyn, New York.
What is Carol’s Daughter about?
It’s about products made with love, that deliver on their promise. It’s also a brand that believes in giving women options.
What did appearing on the Oprah Winfrey Show do for your business?
Being on the Oprah Winfrey Show was a dream come true! Having that happen 16 years ago put me in a wonderful place and helped me dream bigger. That appearance is also the gift that just keeps on giving. It doesn’t matter that it happened 16 years ago or that her show has been off air for quite some time now. It is an accomplishment that I am always asked about. And as for the numbers — back then in
2002, traffic on my website went from 37 to 17000 people in four minutes! We shipped nearly 2 000 orders in two days and garnered much more press as a result of that episode.
What has been your best moment from your journey with Carol’s Daughter?
There have been so many. Taking the brand to a place where it could be acquired by a company as prestigious as L’Oreal is definitely a highlight. Reaching the 25-year mark has also been an amazing accomplishment.
What challenges did you face while building Carol’s Daughter?
The biggest obstacle was accessing appropriate capital. It is very hard to get money when you have surpassed the angel investor stage but haven’t reached $5 million in sales yet. Surviving beyond that first $1 million and making it above the 5-million threshold is truly a challenge.
The most valuable business lesson you learnt along the way?
Knowing my own worth and the power of my story.
Where do you see Carol’s Daughter in the next five years?
I try not to limit where I see the business as it has always surpassed my aspirations. I usually say, ‘Still successful. Still known. Still selling. Still innovating.’
Who is your biggest inspiration?
My children have always inspired me to do and be better.
What made you decide to write
Success Never Smelled So Sweet? I was approached by a number of editors to write a book after the Oprah Winfrey Show. However, I had already signed with one six months earlier. Someone encouraged me to tell my story in my own words before others began telling it on my behalf.
What would you tell your younger self?
Believe in yourself and trust your gut at all times.
5 hair tips for 4c hair?
There is no such thing as too much conditioning
Know your curl type and don’t try to make her into something she is not
Be careful with heat Do what works for you
Use sulfate-free cleansers and alcohol-free stylers
What should every black woman know about their hair?
To be patient with it, understand it and love it.
What was it like to finally expand your footprint to Africa?
I started out in my kitchen, in Brooklyn, with just $100. That I am now a global brand available outside the US is a dream come true and I’m grateful to L’Oreal for helping me break into international markets. Seeing a lot of South Africans wearing their hair naturally filled my heart with joy.
Carol’s Daughter is available at Clicks, Dis-Chem and Takelot.com