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L’Oréal has reached an agreement to acquire fast-growing hair care brand Color Wow. The acquisition price has not been disclosed, but the brand is said to be worth over a billion dollars.
Cult brand
The acquisition fits into the French cosmetics giant’s strategy to expand its position in the professional and high-end hair care segment worldwide. American-British Color Wow, founded by Gail Federici in 2013, has quickly become a well-known name in the hairdressing industry. Its products are popular among stylists, celebrities, and consumers, and have won over 130 awards to date. Now, L’Oréal aims to “develop the cult brand into a powerful global brand.”
The division in which L’Oréal placed professional products from brands such as Kérastase, L’Oréal Professionnel and Redken, saw its revenue increase by 5.3 % (on a comparable basis) to 4.8 billion euros in 2024. In the first quarter of 2025, it grew 1.6 % to 1.2 billion euros – primarily thanks to e-commerce and distribution through selected salons.
Color Wow also sells its products through salons, selected retail channels, and online platforms. The brand’s appeal is enhanced by an active digital community and support from ‘celebrity stylists’. On social media platforms like TikTok and YouTube, Color Wow products garnered millions of views.
