THE WHAT? L’Oréal has announced the acquisition of Color Wow, a professional and prestige haircare brand known for products targeting styling concerns such as frizz, volume, and texture. The transaction is subject to regulatory approvals and customary closing conditions.
THE DETAILS Founded in 2013 by Gail Federici, Color Wow operates in both the US and UK and offers a portfolio of styling-led haircare products including the award-winning Dream Coat and XL Bombshell Volumizer. The brand has won more than 130 beauty awards and has built a loyal following among professionals and consumers alike.
With distribution across salons, selective retail, and e-commerce platforms, Color Wow maintains its professional roots while operating an omnichannel model. It is positioned in the prestige segment and has shown strong momentum in the US market.
The acquisition will see Color Wow join L’Oréal’s Professional Products Division. The move aligns with L’Oréal’s strategy to strengthen its footprint in the styling segment of professional haircare.
THE WHY? The acquisition expands L’Oréal’s presence in the premium hair styling category and brings in a fast-growing brand with established consumer credibility and digital engagement. As the professional haircare market continues to rebound and evolve, particularly in omnichannel retail, Color Wow offers L’Oréal both immediate market share and long-term growth potential.
Source: L’Oréal
