On June 30, L’Oréal, the world’s largest beauty company, announced that it has signed an agreement to acquire Color Wow, a professional haircare brand experiencing rapid growth.
Color Wow was founded in 2013 by Gail Federici and is based in both the U.S. and the U.K. Since its launch, the brand has earned overwhelming support in the beauty industry. Its hero product, Dream Coat Supernatural Spray, which protects hair from humidity, has become a global bestseller, with one bottle reportedly sold every 4.4 seconds. The brand has won over 130 beauty awards and offers a wide range of solutions for various hair concerns, including frizz control, lack of volume, and root touch-up between colorings.
According to L’Oréal, Color Wow will be integrated into its Professional Products Division, which reported €4.89 billion in sales in 2024. For L’Oréal, this acquisition marks a significant strategic move to further strengthen its position in the professional haircare segment.
Commenting on the acquisition, Omar Hajeri, President of L’Oréal’s Professional Products Division, stated: “We are delighted to welcome Color Wow to the L’Oréal family. As a premium haircare brand, with high levels of proven efficacy at an accessible price point, this acquisition will give us an increased foothold in haircare and in the styling category. Convinced of its strong potential, our ambition is to make Color Wow a powerful brand worldwide.”
Meanwhile, Gail Federici, founder and CEO of Color Wow, commented: “Joining L’Oréal is an incredible opportunity for the entire Color Wow team. Becoming part of the world’s number one beauty company, will set the stage for Color Wow’s continued success and help drive our innovation to new heights.”
This acquisition is also seen as part of L’Oréal’s broader M&A strategy, which has seen several major moves in recent years. In 2025, L’Oréal also agreed to acquire a majority stake in the U.K.-based skincare brand Medik8, a deal reportedly valued at €1 billion.
Currently, Color Wow is available in the United States through major distribution channels, including hair salons, Sephora, Amazon.com, and Ulta.com. The brand has also established a strong retail presence in the U.K., EU countries, and Dubai through Sephora. With the support of L’Oréal’s global network, further international expansion of its distribution is expected.
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