Global beauty powerhouse L’Oréal has announced its acquisition of Color Wow, a fast-growing professional haircare brand known for its cult-favorite frizz-control and volumizing products. The move marks a strategic expansion of L’Oréal’s Professional Products Division, reinforcing its presence in the high-performance, premium haircare segment.

Founded in 2013 by Gail Federici, Color Wow has built a loyal following among stylists and consumers alike, with hero products like Dream Coat and XL Bombshell Volumizer. The brand, based in the U.S. and U.K., has won over 130 beauty awards and is distributed across salons, e-commerce, and selective retail channels.

 “We are delighted to welcome Color Wow to the L’Oréal family,” said Omar Hajeri, President of L’Oréal’s Professional Products Division. “Its proven efficacy and accessible luxury positioning make it a perfect fit for our global ambitions.”

Federici echoed the excitement, calling the acquisition “an incredible opportunity” to scale innovation and reach new markets under the world’s leading beauty company.

The deal, subject to regulatory approvals, underscores L’Oréal’s continued investment in science-backed, consumer-loved brands — and signals a bold step forward in the evolution of professional haircare.