Strategic Growth: L’Oréal Acquires Color Wow to Expand Hair Care Portfolio

The beauty industry just witnessed another bold move—L’Oréal Acquires Color Wow, a strategic acquisition that shakes up premium hair care.

Color Wow, known for its cult-favorite Dream Coat Spray, officially joins L’Oréal’s Professional Products Division in a major global expansion.

This acquisition signals L’Oréal’s continued focus on innovative, high-performing beauty brands with loyal followings and massive growth potential worldwide.

Why Color Wow? A Brand With Proven Market Impact

Founded by beauty veteran Gail Federici, Color Wow delivers salon-level products with problem-solving formulas that resonate with real consumers globally.

The brand’s hero product, Dream Coat Supernatural Spray, sells one bottle every 4.4 seconds, a staggering statistic in competitive markets.

Color Wow’s product line also includes Root Cover Up Powder and Dream Cocktail Thickening Treatment, each one offering unique user benefits.

Reports estimate Color Wow earns over $300 million in annual sales, making it an attractive target in a tight M&A environment.

Federici and her team previously created John Frieda Professional Haircare, later sold for $450 million, proving strong business expertise and legacy.

L’Oréal’s Latest Move in a Competitive Market

The deal follows other billion-dollar beauty acquisitions this year, including E.l.f.’s $1 billion deal for Rhode and Touchland’s $700 million valuation.

L’Oréal Acquires Color Wow after acquiring a majority stake in British skincare brand Medik8, further strengthening its position across beauty sectors.

Although the price for Color Wow remains undisclosed, industry sources suggest a valuation near $1 billion, aligning with current acquisition multiples.

Omar Hajeri, President of L’Oréal’s Professional Products Division, expressed excitement about Color Wow’s innovation and opportunity to drive global category growth.

Color Wow’s addition boosts L’Oréal’s hair care portfolio and enables greater reach into salons, e-commerce, and international beauty markets.

A Shared Vision Between Two Beauty Leaders

Gail Federici emphasized the synergy between both teams, sharing that L’Oréal aligns with Color Wow’s culture, mission, and long-term goals.

She believes the brand needed deeper operational expertise and resources to scale further, making L’Oréal the perfect strategic partner.

Federici will remain involved for now, ensuring the brand’s ethos remains intact while tapping into L’Oréal’s global distribution capabilities.

Key marketing figures like Ann Bell and Federici’s siblings remain integral, continuing their successful track record of building standout beauty brands.

Expanding Global Reach With Established Retail Channels

Currently, Color Wow products are available in salons, Sephora, Amazon, and Ulta in the U.S., as well as select international markets.

With L’Oréal’s resources, the brand expects to scale distribution significantly, especially in underpenetrated regions like Asia and South America.

Omar Hajeri reiterated the opportunity to “unleash Color Wow’s full global reach,” tapping into new markets while driving product innovation.

L’Oréal Acquires Color Wow to strengthen its styling category and meet rising consumer demand for results-driven, technology-backed hair solutions.

Building Brands That Matter to Real Consumers

Federici launched Color Wow at age 64, inspired by family needs and determined to offer effective solutions for everyday beauty problems.

Working with chemist Dr. Joe Cincotta, she created breakthrough formulas like Root Cover Up to address real-life hair regrowth concerns.

She believes success stems from creating products that “matter” to consumers—not chasing trends but solving genuine, unmet needs in beauty.

The Color Wow team doubled sales twice in three years, showcasing exceptional growth with little outside funding—a rare achievement in today’s landscape.

The Future of Beauty M&A: What Comes Next?

This deal marks L’Oréal’s third significant acquisition in recent years, signaling potential momentum in an otherwise cautious beauty M&A space.

Federici noted that investor caution remains high, but Color Wow’s strong numbers and brand health created a “safe bet” for acquisition.

Though integration details remain in development, Color Wow will operate within L’Oréal’s Professional Products Division to enhance brand strength and support.

Federici hints she’s not done yet, saying, “If we can think of something that matters to people, then we’ll be back.”

Discover More Beauty Industry Breakthroughs

The acquisition of Color Wow proves that impactful innovation never goes unnoticed. Learn more about how L’Oréal Acquires Color Wow changed the game. Explore the latest in beauty business and industry news on this website.