L’Oréal said on Monday, June 30, it had signed an agreement to acquire professional haircare brand Color Wow. The French cosmetics giant seeks to tap rapid growth in premium hair products.
Founded in 2013 by Gail Federici, Color Wow, based in the US and UK, offers a unique range of products that have gained a loyal and devoted following amongst stylists, media and consumers alike. Color Wow provides a wide range of solutions to solve a variety of hair problems – including frizz-control, thickening and volumizing. The brand’s hero products include ‘XL Bombshell Volumizer’ and ‘Dream Coat’.
Color Wow is a renowned prestige brand in the US haircare market, and is experiencing rapid growth, thanks in part to advocacy and its highly engaged online community.
Still true to its professional origins, the brand is now omnichannel, and is already distributed in salons, selective distribution and e-commerce platforms.
“We are delighted to welcome Color Wow to the L’Oréal family,” explained Omar Hajeri, President of L’Oréal’s Professional Products Division. “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. Convinced of its strong potential, our ambition is to make Color Wow a powerful brand worldwide.”
The deal will close following the customary closing conditions, including the standard regulatory approvals. The financial details were not disclosed.
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