PARIS, France: L'Oréal is making a fresh play in the booming premium haircare segment with a new acquisition. The French beauty conglomerate announced this week that it has signed a deal to acquire Color Wow, a fast-growing brand known for its frizz control and curly hair products.

The move aligns with L'Oréal's broader strategy to expand its footprint in high-end haircare — an area that has seen rapid growth both in online channels and professional salons. While the company did not disclose the financial terms of the deal, the acquisition is expected to strengthen its position in one of its fastest-rising categories.

Haircare was L'Oréal's second fastest-growing segment in 2023, behind only fragrances. The company has said it is targeting more innovation and product development in this space, responding to increasing consumer demand for specialised solutions tailored to individual hair types and conditions.

Color Wow, which operates in the United States and the United Kingdom, is widely recognised for its performance-driven formulations and focus on textured hair.