L’Oréal to acquire professional haircare brand Color Wow

 It is expected to close after standard regulatory approvals.

L’Oréal has signed a deal to acquire Color Wow, a fast-growing U.S.- and U.K.-based professional haircare brand founded in 2013 by Gail Federici.

Known for its innovative formulas and cult-favorite products like Dream Coat and XL Bombshell Volumizer, Color Wow offers targeted solutions for hair concerns such as frizz, volume, and thickness, and is sold across salons, retail, and e-commerce channels.

L’Oréal said the acquisition strengthens its Professional Products Division and expands its position in the premium hair styling market.

The transaction is expected to close after standard regulatory approvals.