Yesterday, L’Oréal announced that has signed an agreement to acquire Color Wow, the high-performing hair care brand founded by serial beauty entrepreneur Gail Federici. Known for its cult-favorite product Dream Coat Supernatural Spray, Color Wow has become a mainstay among salon professionals, stylists, and beauty enthusiasts around the world. One bottle of Dream Coat — priced at $28 — is sold every 4.4 seconds, a testament to the brand’s strong consumer demand and product innovation.
Founded 12 years ago, Color Wow has seen impressive growth under Federici’s leadership. In the last three years alone, the brand has doubled its sales twice, with revenues now believed to slightly exceed $300 million. While the exact purchase price was not disclosed, sources suggest the brand was seeking a $1 billion valuation — a figure in line with other recent major beauty deals such as E.l.f. Beauty’s acquisition of Hailey Bieber’s Rhode and Church & Dwight’s $700 million buyout of Touchland.
Color Wow will join L’Oréal’s Professional Products Division, which generated €4.89 billion in sales in 2024, growing 5% year-on-year. Omar Hajeri, president of the division, said, “We are absolutely thrilled and proud to welcome Color Wow into our portfolio. 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’s current global distribution includes salons, Amazon, Sephora, and Ulta in the U.S., and Sephora outlets in the U.K., E.U., and Dubai. The brand’s international footprint is still expanding, and the acquisition by L’Oréal is expected to accelerate that growth by leveraging the French beauty giant’s global infrastructure and expertise.
This deal marks L’Oréal’s third major acquisition in as many years. In early June, the company announced it had agreed to acquire a majority stake in U.K.-based cosmeceutical brand Medik8, reportedly for around €1 billion. The Color Wow acquisition is expected to further solidify L’Oréal’s leadership in professional hair care and deepen its presence in the fast-growing premium styling segment.
