L’Oréal has signed an agreement to acquire Color Wow, one of the world’s most innovative professional haircare brands.

Color Wow is a renowned prestige brand in the U.S. haircare market. The brand is experiencing rapid growth, thanks in part to advocacy and its highly engaged online community. 

Omar Hajeri, President of L’Oréal’s Professional Products Division, said, 

“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.”

Still true to its professional origins, the brand is now omnichannel and is distributed in salons, selective distribution, and e-commerce platforms.

Color Wow was founded by Gail Federici in 2013. Based in the U.S. and the UK, the brand offers a range of products with over 130 beauty awards.

Gail Federici, Founder & CEO of Color Wow, commented, 

“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.”

This acquisition further strengthens L’Oréal’s Professional products portfolio, with a proven track record of success and strong potential for global growth.

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