Carol's Daughter: Lisa Price (2018)

Television to Skincare

Lisa Price's journey from television to skincare began unexpectedly. While working as a writer's assistant on "The Cosby Show," she discovered a passion for creating beauty products in her downtime. This passion project, which started in her Brooklyn kitchen, eventually grew into Carol's Daughter, a leading beauty brand for women of color 1. Lisa left television in 1996 to focus on her business and family, marking a significant turning point in her career 2. She recalls the early days of selling her homemade products in baby food jars at church, unaware of the massive business it would become 3.

I thought that I had found the career that I was going to do for the rest of my life because it was an amazing experience.

--- Lisa Price

Her transition was not just a career change but a leap of faith that paid off tremendously.

   

Starting Small

Starting small, Lisa Price's business grew through grassroots marketing and community support. Initially, she sold her products at flea markets and craft fairs, reinvesting her earnings to expand her offerings 4. Her customer base, primarily African American women, found her products effective for dry skin, a common issue among those with more melanin 4. Lisa's determination and creativity led her to experiment with new products, learning to make bath salts, body scrubs, and more 5.

It was something that started in a very small way, a very organic way, and I didn't do anything that I couldn't afford to do.

--- Lisa Price

Her approach was simple yet effective, relying on word-of-mouth and personal connections to spread the word about Carol's Daughter.

   

Celebrity Influence

Celebrity recognition played a pivotal role in Carol's Daughter's success. A significant turning point came when Lisa Price appeared on "The Oprah Winfrey Show," which dramatically increased her brand's visibility and website traffic 6. This exposure, along with investments from celebrities like Jay Z and Will Smith, helped her expand into major retailers like Sephora and Macy's 6. Lisa's connections in the television industry also facilitated her brand's growth, as beauty editors and makeup artists spread the word about her products 7.

I can definitely say for certain that I never imagined that happening. And even to this day, I still am amazed by it.

--- Lisa Price

These endorsements and partnerships were crucial in transforming Carol's Daughter from a small business into a household name.