USA: L’Oreal to acquire fast-growing haircare brand Colour Wow

International cosmetics firm L’Oreal has agreement to acquire Colour Wow, a professional haircare brand founded in 2013 by Gail Federici.

Operating across the US and UK, the brand is reportedly known for its high-performance formulas and products such as Dream Coat and XL Bombshell Volumizer, and is available in selective retail and e-commerce platforms, as well as salons. The acquisition will see Colour Wow join L’Oral’s Professional Products Division, reinforcing the group’s presence in the “fast-growing” styling category.

Commenting on the deal, L’Oreal president of Professional Products Division Omar Hajeri said: “We are delighted to welcome Colour Wow to the L’Oréal family. As a premium haircare 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”.

Colour Wow Founder & CEO Gail Federici added: “Joining L’Oréal is an incredible opportunity for the entire Colour Wow team. Becoming part of the world’s number one beauty company, will set the stage for Colour Wow’s continued success and help drive our innovation to new heights”.

Source: L’Oreal