L’Oréal acquires Color Wow to target luxury haircare demand
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L’Oréal’s recent move to acquire Color Wow highlights the company’s steady push to grow its premium haircare presence worldwide. For decades, the French beauty group has diversified its portfolio to serve both mass and luxury markets, with its Professional Products Division standing out for salon-grade innovation. This division already includes trusted names like Kérastase, Redken and L’Oréal Professionnel, each driving growth by meeting evolving consumer expectations for quality and performance.
The acquisition of Color Wow continues L’Oréal’s history of picking up niche, high-performing brands that add clear value. Premium haircare has remained resilient, often outpacing wider beauty segments. Euromonitor International valued the global professional haircare market at more than 15 billion dollars in 2023, with continued growth driven by consumers who want salon results at home. Adding Color Wow helps L’Oréal capture more of this demand while strengthening ties with stylists and salons.
Why Color Wow stands out in the professional haircare market
Founded by industry veteran Gail Federici in 2013, Color Wow has earned a reputation for solving problems for color-treated hair, an area often overlooked by larger brands. Its leading product, Dream Coat, has achieved cult status among stylists and consumers for its humidity-proof, glossy finish. The brand has won more than 130 beauty awards since its launch and is widely seen as a disruptor, blending performance with targeted solutions.
Color Wow’s appeal reaches both stylists and consumers. It is trusted by professionals for salon work while also growing its audience through social media buzz and celebrity use. This position lets L’Oréal connect directly with trend-driven buyers willing to pay for specialty haircare. The brand’s innovation pipeline, including its popular Root Cover Up, fits neatly with L’Oréal’s current offerings without competing with existing flagship lines.
What the acquisition means for L’Oréal’s competitive position
Adding Color Wow extends L’Oréal’s reach in high-performance haircare just as the professional market evolves through digital influence and direct-to-consumer growth. While legacy brands like Redken and Matrix remain strong among stylists, Color Wow’s success on social platforms gives L’Oréal more ways to reach a younger, style-focused audience.
The deal signals to rivals such as Procter & Gamble and Unilever that L’Oréal plans to protect and expand its hold on professional beauty. As salon services recover post-pandemic and at-home styling becomes more advanced, Color Wow’s mix of professional credibility and consumer buzz gives L’Oréal an edge. Analysts expect the transaction, pending standard approvals, to close this year.
This purchase fits into a bigger trend of consumers spending more on haircare. Research shows buyers increasingly treat haircare like skincare, investing in premium treatments, styling aids and specialized color care. Euromonitor predicts steady growth for salon-grade and premium products through 2027, with digital platforms helping new brands gain traction.
Industry watchers will be watching how L’Oréal integrates Color Wow’s product development while keeping its distinct identity. The deal reflects an industry shift toward brand authenticity, portfolio diversity and science-backed solutions.
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