L’Oréal is brushing up its prestige portfolio with the acquisition of cult-favourite haircare brand Color Wow, as it continues its push into premium products and salon innovation.

Beloved by stylists, celebrities and TikTok beauty buffs, the French beauty behemoth announced the deal this week for an undisclosed sum, pending regulatory approval. The move is set to bolster L’Oréal’s professional products division, which includes salon powerhouses such as Kérastase, Redken, Matrix and L’Oréal Professionnel.

Founded in 2013 by beauty entrepreneur Gail Federici, Color Wow has become a breakout success across the US and UK. Best known for its multi-award-winning Dream Coat spray, the brand has scooped up over 130 beauty awards and built a cult following thanks to its salon performance, stylist advocacy and social media virality.

“Joining L’Oréal is an incredible opportunity for the entire Color Wow team,” said Federici. “Becoming part of the world’s number one beauty company, will set the stage for Color Wow’s continued success and help drive our innovation to new heights.” 

Omar Hajeri, President of L’Oréal’s Professional Products Division, said: “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.”

Haircare was L’Oréal’s second fastest-growing category in 2024, trailing only fragrance. Consumers are increasingly seeking tailored, results-driven solutions for specific hair concerns. The company’s professional division generated €4.8 billion (NZ$9.33 billion) last year — a 5.3% like-for-like increase — fuelled by e-commerce momentum and salon partnerships.

Color Wow’s popularity reflects the broader ‘skinification’ of haircare, with demand surging for ingredient-led, science-backed formulations featuring peptides, amino acids and other dermocosmetic actives. Backed by celebrity stylists like Chris Appleton, the brand blends professional credibility with mainstream appeal.

Industry analysts say this deal is unlikely to be the last. With M&A activity expected to accelerate through 2025 and beyond, brands that balance professional performance with social buzz and scientific efficacy are firmly in the spotlight.