L’Oréal to Acquire Color Wow
L’Oréal has announced an agreement to acquire Color Wow, the fast-growing professional haircare brand known for its performance-focused formulas. Financial terms of the deal have not been disclosed.
This news comes just weeks after L’Oréal revealed plans to acquire a majority stake in British skincare brand Medik8.
Founded in 2013 by Gail Federici, Color Wow operates across the US and UK and has built a cult following for its high-performance products that address common hair concerns, including frizz, thinning, and lack of volume. Hero products include the XL Bombshell Volumizer, Color Security Shampoo, and Dream Coat Supernatural Spray.
Color Wow’s rapid rise in the US prestige haircare market has been fuelled by a loyal online community, strong word-of-mouth advocacy, and an omnichannel distribution model spanning salons, selective retail, and e-commerce platforms.
“Joining L’Oréal is an incredible opportunity for the entire Color Wow team,” said Gail Federici, Founder and CEO of Color Wow. “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.”
The acquisition further strengthens L’Oréal’s Professional Products Division, adding momentum to its global haircare strategy and expanding its footprint in the fast-growing styling category.
“We are delighted to welcome Color Wow to the L’Oréal family,” explained Omar Hajeri, President of L’Oréal’s Professional Products Division. “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.”
The move underscores L’Oréal’s continued investment in science-led beauty and its ability to scale independent brands globally. With more than 90,000 employees, 21 research centres, and a portfolio of 37 international brands, the Group generated €43.48 billion in sales in 2024 and was named Europe’s most innovative company by Fortune in 2025. The deal is expected to close following standard regulatory approvals.