Color Wow

Gail Federici, a beauty entrepreneur, started Color Wow in 2013. The brand focuses on solving specific "hair problems," especially for color-treated hair.
It became known for its products like Root Cover Up (which hides gray hair and roots) and Dream Coat (which keeps hair from getting frizzy and protects it from humidity).
There are also Color Security shampoos and conditioners, as well as styling treatments that add shine, volume, and smoothness.
L'Oréal bought Color Wow in June 2025, and the deal was done in September 2025.