L’Oréal is to acquire professional haircare brand Color Wow.
Color Wow, based in the US and UK, was founded in 2013 by Gail Federici. The brand has a range of products in the areas of frizz control, thickening and volumizing. Its hero products include XL Bombshell Volumizer and Dream Coat.
L’Oréal says that Color Wow is seeing rapid growth in the US prestige haircare market, thanks in part to its online community. The brand is distributed in salons, selective distribution and on e-commerce platforms.
“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,” commented Omar Hajeri, President of L’Oréal’s Professional Products Division”