Color Wow, one of the world's fastest-growing and most innovative haircare brands, will join L'Oréal's Professional Products Division.WHO: Founded in 2013 by Gail Federici, Color Wow, based in the US and UK, offers a unique range of products that have gained a loyal and devoted following among stylists, media, and consumers alike. Color Wow provides a wide range of innovative solutions to solve the toughest hair problems—including frizz control, thickening, and volumizing. Its hero product, Dream Coat Supernatural Spray, priced at $28, sells one unit every 4.4 seconds. Still true to its professional origins, the brand is now omnichannel, and is already distributed in salons, selective distribution, and e-commerce platforms.WHY: This acquisition further strengthens L’Oréal’s Professional products portfolio, with a proven track record of success and strong potential for global growth.IN THEIR OWN WORDS: “We are delighted to welcome Color Wow to the L’Oréal family,” explained Omar Hajeri, President of L’Oréal’s Professional Products Division. “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.”“Joining L’Oréal is an incredible opportunity for the entire Color Wow team,” said Gail Federici, founder & CEO of Color Wow. “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.