Cosmetics giant L’Oréal has signed an agreement to acquire haircare brand Color Wow as it seeks to tap into the rapid growth of premium hair products.
Founded in 2013 by Gail Federici, Color Wow is based in the US and UK, offering a range of professional solutions for hair problems, including frizz-control, thickening and volumising. The brand’s main products include ‘XL Bombshell Volumizer’ and ‘Dream Coat’, and it is experiencing rapid growth via salons, selective retail outlets, and e-commerce platforms.
The Color Wow brand will join L’Oréal’s Professional Products division. Terms of the deal were not disclosed.
Haircare was the second fastest-growing category at L’Oréal last year after fragrances, driven by new launches for specific hair types and conditions. The company stated a few months ago that it was targeting more innovation and growth in premium hair products, which it sells both online and in salons.
“We are delighted to welcome Color Wow to the L’Oréal family,” said 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.”
Federici added: “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.”
