L’Oréal has signed an agreement to acquire professional hair care standout Color Wow. Terms of the deal weren't disclosed. The purchase of Color Wow will support the multinational's growth ambitions in the professional hair care space.
The move follows L'Oreal's acquisition of Medik8 in June.
Color Wow Recognized as a Top Pro Hair Brand for Salon Success
Recently, Kline cited Color Wow as a top-performing pro hair brand, alongside K18 and Keune.
According to the report, the brand and its peers have found success via performance-based claims and a strong salon focus supported by "educational content and digital tools for professionals."
Color Wow and these other brands were also applauded for their "alignment between in-salon treatments and retail offerings" and ability to tap into influencer claims.
“These brands aren’t just selling—they’re becoming partners in the stylist’s business," concluded Agnieszka Saintemarie, director, Kline + Company’s beauty and well-being vertical.
Color Wow's 'Strong Potential'
U.S.- and U.K.-based Color Wow was founded in 2013 by Gail Federici and has since enjoyed "rapid growth" via salons, selective distribution and e-commerce.
It now offers solutions for frizz-control, thickening and volumizing via products like the XL Bombshell Volumizer and Dream Coat.
“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 hair care brand, with high levels of proven efficacy at an accessible price point, this acquisition will give us an increased foothold in hair care 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 Federici. “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.”
