L’Oréal Moves to Acquire Color Wow

L’Oréal Group has confirmed plans to acquire Color Wow, a prestige haircare brand known for its professional roots and high-performing formulas. The deal, announced 30 June 2025, strengthens L’Oréal’s Professional Products Division and reflects growing momentum in salon-grade, science-led beauty.

Founded in 2013 by Gail Federici, Color Wow rose quickly to prominence with products tailored to specific hair concerns such as frizz, flatness and thinning. Bestsellers like Dream Coat and XL Bombshell Volumizer have gained cult status among stylists and consumers, with over 130 beauty awards to date. The brand is sold across salons, e-commerce platforms and selective retail, and has built a particularly loyal online following.

L’Oréal described the acquisition as a strategic move that will deepen its reach in the styling category and give it access to a fast-growing segment of professional haircare.

Financial terms were not disclosed, and the agreement remains subject to regulatory approval. However, the intent is clear. With its strong base in the US and UK and increasing international recognition, Color Wow represents exactly the kind of high-performance label that larger groups are targeting in the current M&A climate.

The acquisition also points to broader shifts in consumer expectations. Salon credibility and ingredient transparency have become powerful drivers of trust, especially in categories like haircare where efficacy is closely linked to loyalty. Color Wow’s use of technologies such as humidity-blocking polymers and frizz-controlling actives aligns closely with the dermacosmetic trend now shaping both hair and skincare.

Joining L’Oréal gives Color Wow access to advanced R&D and global distribution, which could accelerate innovation and reach. For L’Oréal, it adds another high-performing brand to a portfolio that already includes Kérastase, Redken and L’Oréal Professionnel. The Professional Products Division grew 5.3 percent in 2024 and is on track for further expansion, supported by e-commerce and selective salon partnerships.