L'Oréal Acquires Haircare Brand Color Wow, Expands Product Portfolio

L'Oréal, the world's leading cosmetic group, is acquiring haircare brand Color Wow. The company's net sales break down by product family: consumer cosmetics (36.7%), luxury cosmetics (35.9%), active cosmetics (16.2%), and professional products (11.2%). Products are marketed through various channels, including mass distribution, selective distribution, hair salons, and pharmacies. L'Oréal has 36 production sites worldwide and its net sales are distributed geographically across France, Europe, North America, North Asia, Asia-Pacific/Middle East/Africa, and Latin America.

L'Oréal, the world's leading cosmetic group, has signed an agreement to acquire Color Wow, a fast-growing and innovative professional haircare brand. The acquisition aims to strengthen L'Oréal's professional products portfolio, which currently accounts for 11.2% of the company's net sales. This move follows L'Oréal's strategic focus on innovation and growth in premium hair products, as reported earlier this year [2].

Color Wow, founded in 2013, offers a range of products targeting hair problems such as frizz-control, thickening, and volumizing. The brand's hero products include the 'XL Bombshell Volumizer' and 'Dream Coat' spray. With over 130 beauty awards and a strong online community, Color Wow has established a loyal following among stylists and consumers alike. The brand is distributed through salons, selective distribution, and e-commerce platforms, reflecting its omnichannel approach [1].

The acquisition is expected to enhance L'Oréal's presence in the haircare and styling categories. According to L'Oréal's fiscal 2024 earnings, the professional products division posted a like-for-like increase of 5.3% to €4.8 billion, supported by e-commerce momentum and selective salon distribution [3]. The deal will close following the customary regulatory approvals.

"Color Wow is a premium haircare brand with high levels of proven efficacy at an accessible price point," said Omar Hajeri, President of L'Oréal’s Professional Products Division. "This acquisition will give us an increased foothold in haircare and in the styling category. Our ambition is to make Color Wow a powerful brand worldwide."

The acquisition also reflects broader shifts in the beauty industry, where consumer demand for efficacy and ingredient transparency is reshaping hair and bodycare. Color Wow's products, which include ingredients like amino acids, proteins, and peptides, address specific hair conditions and are backed by professional endorsements [3].

Gail Federici, Founder & CEO of Color Wow, expressed enthusiasm about the acquisition. "Joining L'Oréal is an incredible opportunity for the entire Color Wow team," she said. "Being part of the world’s leading beauty company will allow us to continue building on Color Wow’s success, particularly by taking our innovations to new heights."

References:
[1] L'Oréal. (2025). L’Oréal signs agreement to acquire Color Wow. Retrieved from https://www.loreal-finance.com/eng/news-event/loreal-signs-agreement-acquire-color-wow-one-worlds-fastest-growing-and-most-innovative
[2] Reuters. (2025). L'Oréal to acquire haircare brand Color Wow. Retrieved from https://id.fashionnetwork.com/news/L-oreal-to-acquire-haircare-brand-color-wow,1745080.html
[3] Vogue Business. (2025). L’Oréal Group to acquire haircare brand Color Wow. Retrieved from https://www.voguebusiness.com/story/beauty/loreal-group-to-acquire-haircare-brand-color-wow