L’Oréal Strengthens Portfolio with $1 Billion Acquisition of Haircare Brand Color Wow
L’Oréal revealed on June 30, 2025, its latest strategic move: the signing of an agreement to acquire Color Wow. This rapidly expanding professional haircare brand has been secured in a deal estimated to be worth around $1 billion. This acquisition will serve to fortify L’Oréal’s Professional Products Division and broaden its influence in the premium styling category.
Color Wow, a brainchild of Gail Federici, was established in 2013. Since then, it has reported over $300 million in annual sales and has been the recipient of more than 130 beauty awards. The brand’s standout products, such as the viral “Dream Coat” supernatural spray and “XL Bombshell Volumizer,” have garnered a loyal fan base among both stylists and consumers.
Omar Hajeri, President of L’Oréal’s Professional Products Division, expressed his enthusiasm for the acquisition. He stated, “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.” Color Wow’s impressive trajectory, which includes doubling sales twice in the past three years, makes it a highly coveted acquisition target in the fiercely competitive beauty M&A landscape.
For more details, visit the official announcement on L’Oréal’s website: https://www.loreal.com/en/press-release/group/loreal-signe-un-accord-pour-lacquisition-de-color-wow/