L'Oréal continues shopping. The French giant expands the number of hair care brands with the acquisition of Color WoW. As indicated by Modaes, the terms of the agreement have not been revealed, but the intention on the part of L'Oréal is more than evident: to lead the hair care market.
Grupo L'Oréal has announced the acquisition of Color WoW, a brand founded in 2013 by beauty pioneer Gail Federici, and based in the United States and the United Kingdom. L'Oréal has registered one of its largest increases in the hair care category, together with fragrances.
L'Oréal emphasizes in its press release that the incorporation of Color WoW into its portfolio responds to its criteria of high proven effectiveness in its products and also a premium approach to hair care, despite also offering an affordable price for its consumers. "Our ambition is to reinforce the brand's presence and grow it with our help," explained Omar Hajeri, President of L'Oréal Professional Division Products.
On the other hand, the founder and CEO of Color WoW added that "being part of the number one in the beauty market can become a scenario of help and innovation towards new challenges."
The agreement is subject to the closing of conditions, including also the approval of regulatory standards.
The French multinational cosmetics company registered a turnover of 9,525 million euros in 2024, 4.4% more than in the same period of the previous year, exceeding analysts' forecasts, which predicted an increase of around 3.5%. The skin care segment reached a sales volume of 2,850 million euros, an increase of 7.1% year-on-year, thanks to the success of premium brands such as Lancôme and La Roche-Posay.