Paris: French cosmetics giant L’Oreal announced on Monday that it has signed an agreement to acquire haircare brand Color Wow. The move is part of L’Oreal’s strategy to capitalize on the rapid growth in the premium hair products market.
According to Radio Television Brunei, haircare was the second fastest-growing category at L’Oreal last year, following fragrances. This growth was driven by new product launches tailored for specific hair types and conditions. Earlier this year, L’Oreal stated its intention to focus on innovation and expansion in the premium hair product sector, which includes both online and salon sales.