L’Oréal has signed an agreement to acquire Color Wow, a fast-growing professional haircare brand celebrated for its aerosol-based styling innovations.
The brand, founded in 2013 by industry veteran Gail Federici, is best known for products such as Dream Coat Supernatural Spray, a humidity-resistant, spray-on treatment with a significant following in both salon and consumer markets.
The acquisition marks a strategic expansion for L’Oréal in the premium styling segment. The French cosmetics giant plans to integrate Color Wow into its Professional Products Division, strengthening its position in the high-growth category of salon-quality styling aids.
The brand has built a strong digital presence and generated considerable growth in the prestige haircare sector in the United States and the United Kingdom. L’Oréal’s acquisition is expected to give the brand access to broader R&D, production and international distribution capabilities.
Omar Hajeri, President of L’Oréal’s Professional Products Division, said: “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.”
“Joining L’Oréal is an incredible opportunity for the entire Color Wow team,” said Gail Federici, Founder & 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 agreement remains subject to regulatory approval, and the financial terms of the deal have not been disclosed.
This acquisition continues a trend of major beauty conglomerates targeting niche, innovation-led brands that have carved out strong identities in high-margin categories.
For L’Oréal, the move is seen as a play to capitalise on growing demand for advanced, salon-quality aerosol and spray formulations, which have seen increased consumer loyalty and professional endorsement in recent years.
L’Oréal acquires Color Wow
