Carol’s Daughter—the beauty brand founded by Lisa Price and once owned by L’Oréal—has unveiled its direct-to-consumer e-commerce platform at carolsdaughter.com.

“This isn’t just a relaunch, it’s a homecoming,” Price said in a press statement.

She re-acquired the brand earlier this year from L’Oréal for an undisclosed sum, as reported by Happi.

Price launched Carol’s Daughter from inside a Brooklyn, NY kitchen in 1983, growing it into a multi-million-dollar operation found in mass retailers, HSN, branded stores and specialty beauty shops. That success caught the attention of L’Oréal USA, which signed a deal to acquire the brand in 2014. At the time, Carol’s Daughter had net sales of $27 million (see below).