Carol’s Daughter: Diversity In Hair Care

“We want to be the first beauty brand that truly captures the beauty of the tapestry of skin types in America…to become a mirror of what America’s really becoming,” says Price. Lisa has tapped Solange Knowles, Selita Eubanks and Cassie – all women of more than one ethnic background – to be the early faces of the new line. Until now the Brooklyn based company has served a predominately African-American female clientele but as the consumer base has grown, so have the needs of the core audience. “I look at my cousin, who is half African American and half German and he’s married an Indian woman and they now have a daughter. How will little Anjali Rosenbauer describe herself and what will she need to care for her hair?”

According to the 2010 census, 9 million people reported belonging to more than one ethnic group, with an overwhelming majority combined with white and black. Always one to listen to her audience, Price began to consider the needs for what Carol’s Daughter Chairman Steve Stoute calls ‘A polyethnic demographic’. “I have hundreds of emails, requests, pleas from all types of women to help them care for their hair,” says Lisa, “they identify with me, with the brand, with the message and they want something that works for them.”

Carol’s Daughter began more than a decade ago with one product, the Body Balm. “It is an oil that’s blended with shea, mango and cocoa butters – its a wonderful experience.” That product inspired the Hair Balm, a gardenia scented hair moisturizer that is still one of the brands best sellers. “Early on, a variety of women such as Jewish and Latina girls thanked me for products that could tame their thick tresses.”

However, despite the brands all-encompassing intentions, Carol’s Daughter has faced some backlash over their choice to use three fair skin women to represent the new line, complaints to which Lisa has taken to heart. “I prefer to speak to hair textures not the color of a person’s skin or their country of origin. My customers have always been very vocal and I respect their voice. I understand their passion but the conversation was never meant to be about fair skin.” Cassie, Solange and Selita – whom amongst the three represent African-American, Filipina, Jamaican, Irish and French Creole heritages – have long been users of Carol’s Daughter products. “The beautiful women who join the family represent a variety of skin conditions and hair textures. They aren’t amazing because of their skin color, their hair or what they look like. They are amazing, compassionate, down-to-earth, funny women. ”

Lisa’s passion is evident – caring for the beauty of women, both inside and out – and she brings her message with every product of both her new Multicultural and her pre-existing lines. “Please listen and look beyond the surface and know and trust that I truly believe in beauty by nature and that beauty is inherent in every single person, regardless of age, ethnicity or sex.“

“I’m excited to launch new products that can speak to a growing number of hair needs. We had a great time on the photoshoot and the images will start to appear in our stores and on our web site in May with the launch of Monoi Repairing Collection – a shampoo, conditioner, and mask that strengthens and repairs hair, reducing breakage by an overwhelming 96%.”

But not to worry, Carol’s Daughter will remain welcoming to all. “Jay-z once said that chapped lips are universal and we can all relate. As long as I sell products like Lip Butter, I will have something for everyone. The conversations from my customers changed and I am committed to providing an answer to their beauty needs always – beauty by nature made with love.”


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