L’Oreal USA has signed an agreement to accumulate Carol’s Daughter, the wonder brand known for its natural hair care products.

In a press release released today, L’Oreal USA President and CEO Frederic Roze said the acquisition was a part of an effort to “construct a recent dedicated multi-cultural beauty division.”

“Carol’s Daughter possesses an expertise within the multi-cultural consumer segment, a rapidly expanding market that represents a crucial growth in the wonder industry,” said Roze. “This acquisition will…strengthen the corporate’s position on this dynamic market.”

Founded out of Lisa Price’s Brooklyn kitchen in 1993, Carol’s Daughter has grown to grow to be the premiere multi-cultural beauty brand, credited with helping pioneer the natural hair movement. The corporate is currently valued at $27 million. Price said she “couldn’t be more proud” to partner with L’Oreal USA.

“I even have worked hard for the past 21 years nurturing my brand and am thrilled that we are going to have a recent home with L’Oreal USA,” she said. “L’Oreal has a proven track record of helping established firms achieve their full potential while staying true to the core of the brand…I do know my mother (Carol) is smiling as well.”

Carol’s Daughter joins Urban Decay, Essie, NYX, and Maybelline NY on L’Oreal USA’s extensive roster of beauty brands.

Price and her team will proceed to operate out of their NYC headquarters.

The agreement is subject to the regulatory approvals.