L’Oréal Group has signed an agreement to acquire the professional hair care brand Color Wow.
The innovative brand was founded in 2013 by beauty entrepreneur Gail Federici, who also cofounded the John Frieda hair care brand.
Federici commented that “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.”
Color Wow: a professional hair care brand
The brand itself is based between the US and UK and has a unique product range that is focused on solving common hair issues. Hero products include ‘XL Bombshell Volumizer’ and ‘Dream Coat’.
It has an omnichannel retail strategy and is currently experiencing rapid growth in the US market thanks to its highly engaged online community. Despite being sold via ecommerce platforms, it has stayed true to its professional origins and is distributed in salons.
Speaking about the decision, Omar Hajeri, who is president of L’Oréal’s Professional Products Division commented: “As a premium hair care 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.”
Hajeri said he was “convinced of its strong potential” and that the firm’s ambition “is to make Color Wow a powerful brand worldwide.”
This is the second acquisition for the L’Oréal Group this month. In early June, the group added British professional skin care brand Medik8 to its Luxe portfolio and also has global expansion plans for the brand.