The unicellular alga Dunaliella salina is the most interesting cell factory for the commercial production of beta-carotene because this species accumulates carotenoids to high concentrations. Nevertheless, little is known about the underlying mechanisms of carotenoid accumulation. Here, we review the regulatory mechanisms involved in beta-carotene overproduction in D. salina. The potential roles of reactive oxygen species and the plastoquinone redox state in signal sensing are discussed, together with available evidence on transcriptional and (post)translational regulation. Moreover, future directions that might further our knowledge in this area are given. Ultimately, a better understanding of the regulatory mechanisms involved in beta-carotene overproduction will facilitate innovative production of specific carotenoids and other products in D. salina and in related organisms.