L’Oréal Expands in Hair Care With Strategic Acquisition of U.S. Brand Color Wow

L’Oréal has seen in the hair care sector a business opportunity that it is not willing to pass up, and has jumped right in with the acquisition of Color Wow. The terms of the deal have not been disclosed, but the intention is clear: to take advantage of the boom in hair care products.

This is a strategic acquisition, considering that hair care was the second-fastest growing category in L’Oréal’s portfolio last year, behind fragrances. This was noted by Reuters news agency on Tuesday.

Last year, the French group focused on expanding its range of products aimed at different hair types and their specific conditions. And, earlier this year, it said it had yet to increase innovation and growth in premium hair products.

L’Oréal is focusing this year on increasing innovation and growth in premium hair products

The acquisition of U.S. and U.K.-based Color Wow is a further step in this sales strategy, as the company is known for its anti-frizz products, and is highly specialized in curly hair. Terms of the deal have not been disclosed.

L’Oréal’s moves this year have been varied. After integrating Aesop, allying with Prada and taking a stake in Jacquemus, the French company acquired Medik8, a British skin care brand and anti-aging care specialist, in a deal reportedly worth €1 billion. In the field of innovation, L’Oréal has signed this year a partnership with Nvidia to integrate generative models, dermatological data and advanced computing.

L’Oréal closed the first quarter of 2025 with sales up. In fact, it beat analysts’ forecasts and ended the first three months of the year with revenues of €11,734 billion, an increase of 4.4% over the same period last year.