L’Oréal to acquire professional haircare brand Color Wow
The acquisition deepens its presence in the premium haircare and styling categories.
UK – L’Oréal has announced its agreement to acquire Color Wow, a fast-growing professional haircare brand renowned for its innovative styling solutions and strong consumer loyalty.
This acquisition is a strategic move by L’Oréal to strengthen its professional products division and deepen its presence in the premium haircare and styling categories, which have demonstrated strong double-digit growth.
The deal is expected to close later in 2025, pending regulatory approvals, with financial terms undisclosed.
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.”
Color Wow offers a curated range of high-performance haircare products developed to meet the needs of color-treated, frizz-prone, and volume-deficient hair.
Its lineup includes volumizing sprays, styling sprays, shampoos and conditioners, leave-in treatments, deep conditioning masks, scalp care, curl enhancers, and color maintenance solutions.
Color Wow’s best-selling products include the Dream Coat Supernatural Spray for frizz-free shine, the Money Masque for deep hydration, and the Color Security Shampoo.
The acquisition comes at a time when the haircare market is witnessing strong momentum, fueled by consumer demand for clean-label products, personalized solutions, and advanced scalp care innovations.
The global market is valued at USD 96.7 billion in 2025, and is projected to reach USD 128.7 billion by 2034, reflecting a steady CAGR of 3.2%, according to a report by Global Market Insights.
The growth is driven by increasing awareness of ingredient safety, sustainability, and the efficacy of multifunctional products.
This deal follows L’Oréal’s recent move to acquire a majority stake in the British skincare brand Medik8, solidifying its expansion into the premium skincare market.
The newly signed agreement underscores L’Oréal’s strategic focus on innovative and high-performance beauty solutions.
However, Inflexion, a prominent European mid-market private equity firm, which acquired Medik8 in 2021, will retain a minority stake in the company as part of the transaction, ensuring its continued involvement in the company’s future development.
In addition, Elliot Isaacs, the founder of Medik8, will retain his position on the board, while the existing management committee will stay in place to maintain operational stability and continuity.
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