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.