Dive Brief:
- Beauty brand Carol’s Daughter has relaunched its DTC e-commerce website. The move comes about nine months after founder Lisa Price reclaimed ownership of the brand from L’Oréal USA.
- The new website includes direct access to the brand’s hair care products, special discounts, as well as exclusive content and educational resources.
- The brand plans to continue to build out its digital experience, introducing a curated platform dubbed Lisa’s Love List in the first quarter. The platform will highlight Black- and Brown-owned brands, the company said.
Dive Insight:
More than just an e-commerce website, the Carol’s Daughter platform is highlighting a range of initiatives centered around “care, connection, and cultural pride”.
“This isn’t just a relaunch, it’s a homecoming,” Price said in a statement. “When I started this brand, the magic happened because our community felt genuinely seen, valued, and beautiful. Reclaiming Carol’s Daughter and launching our direct-to-consumer platform allows us to return to that foundation. We are meeting our customers exactly where they are, connecting with them directly, and building together.”
Price reclaiming Carol’s Daughter adds to a growing number of brands that have followed a similar path recently.
Huda Kattan bought back her brand Huda Beauty from TSG Consumer Partners earlier this year. And Coty sold its 20% stake in the Kim Kardashian-backed beauty brand Skkn by Kim to Skims. Coty first announced its partnership with Kardashian in 2020 and took its 20% stake in the brand the following year. And in 2023, Ariana Grande bought back her R.e.m. beauty brand assets from Forma Brands following the company’s bankruptcy filing earlier that year.
