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L’Oréal to Acquire Color Wow | Untangled Newsletter

PLUS: REVERIE's "Less is Plenty" philosophy

Author

Zihan Lyu
July 02, 2025 • Estimated Reading Time: 5 minutes

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Welcome to Untangled, your essential newsletter for haircare eCommerce professionals.

CommerceNext Recap 🔈

What CommerceNext Taught Us About Brand

CommerceNext called it out: over-investing in conversion-led tactics is starving brands of future growth.

As Dom Devlin explained:

“Last-click is easy for CFOs to understand — but it’s a strategic dead end.”

Fospha’s Glow reveals how brands like Sweaty Betty link early signals (branded search, engaged visits) to revenue down the line — giving marketers the ammo they need to defend brand budgets.

Download The Glow Report and discover how top brands are measuring their brand marketing in 2025

Sector Spotlight 🎥

BRAND ACQUISITION

L'Oréal is set to acquire Color Wow, expanding its Professional Products Division with a brand known for high-performance haircare solutions. This move enhances L'Oréal's presence in the styling category, aligning with its strategy to scale independent brands globally. The acquisition underscores L'Oréal's commitment to science-led beauty, contributing to its evolving market strategy and providing marketers with insights into successful brand integration.

HAIRCARE INNOVATION

REVERIE's "Less is Plenty" philosophy aligns with modern consumer demands for minimalist yet effective haircare, driving its growth through DTC, Amazon, and partnerships like Credo Beauty. By pioneering clean, silicone-free products since 2011, leveraging expertise in personalized formulations, and fostering retail expansion, REVERIE addresses the industry's need for transparency and consumer education.

BEAUTY MARKET TRENDS

KareCo celebrates 25 years of providing salon-quality hair brushes, growing from a small family-run business to a global brand serving diverse hair types.

The Tangle Buster brush, known for minimizing breakage, exemplifies KareCo’s commitment to quality and accessibility. Marketing experts see value as KareCo continues expanding its innovative offerings catering to consumer and professional needs.

Optimization Hub 📈

DTC MARKETING EVOLUTION

DTC marketing in 2025 focuses on optimizing data and automation to enhance ROI and adapt to increasing costs and tech complexities. Brands invest in sophisticated tech stacks and prioritize first-party data to refine digital and in-store strategies, driving conversions through channels like social media and email.

VIRAL MARKETING STRATEGIES

Marketers increasingly leverage TikTok's viral trends to boost sales, utilizing tools like the TikTok Creative Center and Creator Academy. The platform's participatory culture and algorithm favor creative and authentic brand engagement, enabling even small brands to achieve rapid growth by navigating trending content efficiently. Understanding these dynamics is essential for marketers seeking impactful digital presence and engagement.

ClickZ is a ClickZ Media publication in the DTC Ecommerce division