Color Wow enters the L'Oréal universe: a new era for professional haircare The hair care brand started by Gail Federici will be part of the Professional Products Division
In the world of professional cosmetics, there are acquisitions and then there are mergers that rewrite the rules of the game. L’Oréal’s acquisition of Color Wow unquestionably belongs to the latter category. This isn’t just a financial transaction or another name added to the already vast portfolio of the French group. It’s a bold statement: the future of haircare lies in scientific efficacy, consumer loyalty, and the ability to transform real needs into daily beauty rituals.
Founded by Gail Federici, Color Wow launched in 2013 with a clear mission: to offer concrete solutions to the most common, and often overlooked, haircare problems. Forget glossy promises with no substance: the brand built its empire on tangible results, as shown by the global success of Dream Coat Supernatural Spray, sold every 4.4 seconds worldwide. It’s a product that has redefined how we talk about frizz control, shine, and humidity resistance.
A billion good reasons behind L’Oréal’s move
The acquisition amount hasn't been officially disclosed, but estimates speak volumes. With annual revenues exceeding $300 million, and a growth trajectory that saw the company double in size twice over the past three years, Color Wow was reportedly targeting a valuation around the $1 billion mark. That figure aligns with the multiples seen in major M&A deals in the beauty sector in 2025, such as Elf Beauty’s purchase of Rhode, and proves that a brand with solid numbers and steady growth can easily aim for a nine-figure valuation. But Color Wow’s value goes beyond profits. It embodies a clear identity, cohesive leadership (Federici, chemist Joe Cincotta, and John Frieda), an engaged digital community, and a flawless position in the premium, professional, omnichannel market. All of these are essential for a giant like L’Oréal, which has recognized in Color Wow’s rise a clear sign of authentic innovation paired with high-performance cosmetic science.
Color Wow’s winning formula: the perfect blend of science, style, and storytelling
Color Wow’s core isn’t just a well-made product line. It’s the philosophy behind every formula, every product name, every launch. It all starts with a question: what real problem are we solving? Federici developed the brand alongside chemist Dr. Joe Cincotta, the mastermind behind John Frieda’s iconic Frizz-Ease, and the same team that drove the success of their previous venture. From the Root Cover Up Powder for concealing regrowth, to the Raise the Root Thicken + Lift Spray and Xtra Large Bombshell Volumizer, each product arises from a fusion of necessity, applied science, and cutting-edge dermocosmetic formulations. Scientific credibility paired with international glamour has turned the brand into a true authority in professional haircare.
Why L’Oréal chose to acquire Color Wow
This acquisition marks L’Oréal’s third major strategic move in three years, following its purchase of Los Angeles-based indie skincare brand Youth to the People and a recent majority stake acquisition in Medik8. Positioned within the Professional Products Division, alongside powerhouses like Kérastase, L’Oréal Professionnel and Redken, Color Wow will strengthen a division that in 2024 reached €4.89 billion in sales with 5.3% growth on a like-for-like basis. Omar Hajeri, president of the division, put it clearly: “The brand offers a unique range of products that have gained a loyal and devoted following amongst stylists, media and consumers. The arrival of this innovative and high-performing brand marks a strategic milestone that further strengthens our increased position in the hair care market and in the styling category. Color Wow brings unique expertise and exceptional growth potential, and we are eager to unleash its full global reach”.
The legacy of Gail Federici
Gail Federici founded Color Wow at age 64, building a business around a clear ethos, not based on fleeting trends, but on solving real problems and, as a result, making creative choices in favor of products that “truly make a difference for people.” For her, joining L’Oréal isn’t an exit, it’s a relaunch. “We knew we needed more expertise than we have to go from the size we are now to the next step,” she said. “At the same time, we have our own ethos and culture that is a key part of our success. As we spent time with L’Oréal it was clear that if we could have a home, this is the one that it should be.” Color Wow will continue operating with its own identity, but now with more powerful tools: expanded R&D, access to proprietary technologies, deeply integrated global distribution, and the ability to innovate even faster, all without compromising its ethics or way of doing business.
The future of haircare is real products, real science, real needs
This acquisition might just be a preview of what’s to come in the beauty M&A (Mergers and Acquisitions) space between 2025 and 2026. Experts agree that optimism will come from brands combining scientifically proven efficacy, professional presence (salons, clinics, selective channels), authentic storytelling, and viral appeal. In this context, Color Wow symbolizes a deeper shift in consumer behavior and the prerequisites for beauty brand success: ingredient transparency, visible performance, and reliability. And that’s where L’Oréal steps in, as a catalyst, amplifying what works and integrating expertise, technologies, and distribution channels.