In a bold move to bolster its position in the professional haircare market, L’Oréal has announced a definitive agreement to acquire Color Wow, one of the fastest-growing and most innovative brands in the industry. Known for its problem-solving formulas and cult-favorite products, Color Wow has captured the hearts of stylists, celebrities, and consumers alike since its founding in 2013 by beauty industry veteran Gail Federici.
Headquartered in the US and UK, Color Wow has built a prestige reputation on the back of cutting-edge formulations like the humidity-resistant Dream Coat and the volumizing XL Bombshell, amassing over 130 beauty awards to date. The brand’s disruptive approach to haircare targeting frizz, thinning, and volume challenges has sparked massive consumer loyalty and strong online engagement.
Originally launched with salon professionals in mind, Color Wow has since expanded across channels, now thriving in selective retail, salons, and e-commerce. This omnichannel strategy, coupled with strong brand storytelling and digital advocacy, has helped Color Wow grow exponentially especially in the lucrative US prestige haircare market.
For L’Oréal, the acquisition is a strategic addition to its Professional Products Division, expanding its footprint in styling and treatment categories. “We are delighted to welcome Color Wow to the L’Oréal family,” said Omar Hajeri, President of the division. “With its exceptional efficacy and accessible luxury positioning, Color Wow brings a dynamic new energy to our portfolio. We believe in its global potential and are excited to scale the brand worldwide.”
Gail Federici echoed the enthusiasm, stating, “Joining L’Oréal is an incredible opportunity for Color Wow’s next chapter. As part of the world’s leading beauty company, we’ll have the resources to accelerate innovation and take our vision to even greater heights.”
With this acquisition, L’Oréal adds another high-performance brand to its roster and signals a renewed focus on the intersection of science, style, and sustainability in professional haircare.