L’Oréal Acquires Professional Haircare Brand Color Wow to Boost Premium Segment Growth
Global beauty giant L’Oréal announced on Monday, June 30, that it has signed an agreement to acquire **Color Wow**, a leading professional haircare brand. This strategic move underscores the French cosmetics powerhouse’s ambition to significantly tap into the rapid growth observed within the premium hair products market, further solidifying its dominant position in the beauty industry.
Founded in 2013 by the visionary Gail Federici, Color Wow has rapidly established itself as a formidable force in the haircare landscape. With operations spanning both the US and the UK, the brand has cultivated a unique range of highly innovative products that have garnered a loyal and devoted following. This strong allegiance extends across professional stylists, influential media, and discerning consumers alike, all of whom laud the brand for its efficacy and transformative results. Color Wow is particularly celebrated for offering a wide array of targeted solutions to address various common hair concerns, including effective **frizz-control**, impressive **thickening**, and remarkable **volumizing** capabilities. Among its standout offerings, the brand’s ‘XL Bombshell Volumizer’ and ‘Dream Coat’ have emerged as hero products, consistently earning accolades and driving its popularity.
Color Wow’s acquisition represents a significant move for L’Oréal given the brand’s established reputation as a renowned prestige brand within the highly competitive US haircare market. Its remarkable and sustained rapid growth can be attributed, in large part, to strong advocacy from its dedicated user base and a highly engaged online community that passionately champions its products. This authentic consumer connection has been a cornerstone of its success.
While still deeply rooted in its professional origins, serving as a trusted favorite among salon experts, Color Wow has successfully evolved into a dynamic **omnichannel brand**. Its products are now widely distributed, making them accessible through a variety of channels, including high-end salons, selective retail distribution points, and popular e-commerce platforms. This widespread availability aligns perfectly with modern consumer purchasing habits and L’Oréal’s expansive distribution network.
Omar Hajeri, President of L’Oréal’s Professional Products Division, expressed immense enthusiasm about the acquisition, stating, “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.” This statement highlights L’Oréal’s belief in Color Wow’s unique value proposition – offering high-performance solutions that are both effective and attainably priced, a combination highly appealing to a broad consumer base.
The completion of this significant deal remains subject to customary closing conditions, including the standard regulatory approvals required for such major corporate transactions. While the financial details of the acquisition have not been publicly disclosed, the strategic implications are clear: L’Oréal is reinforcing its commitment to innovation and leadership in the rapidly evolving global haircare market by integrating a proven and highly successful brand like Color Wow into its esteemed portfolio.