L'Oreal Acquires Color Wow Haircare

 

Paris, France | June 30, 2025 – Global beauty leader L'Oréal announced Monday it has signed a definitive agreement to acquire premium professional haircare brand Color Wow. The move significantly bolsters L'Oréal's position in the rapidly expanding high-end hair market.

Targeting Premium Growth:
The acquisition aligns perfectly with L'Oréal's stated strategic priority to drive innovation and capture growth within the premium haircare segment. Haircare was L'Oréal's second fastest-growing category globally in 2024, trailing only fragrances. This growth has been fueled by successful new product launches targeting specific hair types and concerns.

Adding Color Wow's Expertise:
Color Wow, headquartered in the United States and the United Kingdom, has built a strong reputation among consumers and salon professionals, particularly for its science-backed solutions addressing:

Frizz Control: Innovative products designed to tame unruly hair.

Curly Hair Care: Targeted formulations enhancing curl definition and health.
The brand is known for its effective, often viral, products that deliver visible results.

Strategic Expansion:
L'Oréal highlighted its focus on expanding its premium hair offerings, distributed both through professional salons and online channels. Acquiring Color Wow provides immediate access to a dedicated consumer base, established salon relationships, and a portfolio of specialized products that complement L'Oréal's existing luxury and professional hair divisions (which include brands like Kérastase, Redken, and Pureology).

Terms Undisclosed:
Financial details of the transaction were not disclosed. The deal is subject to customary regulatory approvals and closing conditions.

This acquisition underscores the intense competition and value within the premium haircare market. L'Oréal, already a dominant player, continues to strategically acquire brands that offer unique technologies, strong consumer loyalty, and access to specific market niches. Integrating Color Wow's expertise in frizz and curl care strengthens L'Oréal's ability to meet diverse consumer needs globally.

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