On June 30, L’Oréal announced it has entered into an agreement to buy out Color Wow, a rapidly expanding professional haircare label known for its premium offerings. With this move, the French beauty conglomerate aims to strengthen its position in the high-end haircare market.
Color Wow was launched in 2013 by Gail Federici, and today it operates across the US and UK. It has carved a niche with its problem-solving hair solutions. The brand’s standout products, such as Dream Coat and XL Bombshell Volumizer, are popular among hairstylists and consumers for their effectiveness in tackling common hair issues like frizz, lack of volume, and thinning.
Color Wow has become a leading name in the American prestige haircare segment. Its success has been driven by consistent product performance and a vibrant, engaged digital community. While remaining deeply rooted in professional salon culture, the brand has successfully expanded its presence across various channels including salons, specialty retailers, and e-commerce platforms.
Omar Hajeri, President of L’Oréal’s Professional Products Division, shared that the company is excited to bring Color Wow into its portfolio. He emphasised that the brand’s high-performing yet affordable products will enhance L’Oréal’s reach in both the haircare and styling segments. He also expressed confidence in scaling the brand globally, citing its robust potential.
The acquisition is expected to be finalised once standard regulatory and closing conditions are fulfilled. Specific financial terms of the transaction have not been made public.
