The Beauty Problem Solvers

Color WOW (a Federici Brand) is founded on a 25-year history of award-winning beauty product innovation.

Their pioneering team, led by founder and CEO Gail Federici, is known for identifying unmet consumer “pain points” and resolving them with inventive, efficacious solutions. Today’s hair fashion is all about color and effects: ombres, sombres…. a rainbow of expressive shades. This massive new surge of color use (and abuse) demands a whole new level of color care technology. And that’s why they created Color WOW.

Harper’s Bazaar have called them “The definitive range for coloured hair”

NECESSITY IS THE MOTHER OF INVENTION.

Every Color WOW formulation begins with listening to the consumers’ concerns, worries and frustrations with their color-treated hair. All formulas are created in-house, and go through stringent testing (clinical, as well as “real life” evaluations by their top tier salon pro’s and network of veteran beauty experts.) Their only criteria for product success: demonstrable results.

Root Cover Up

Pop Lock

Dream filter

Bionic Tonic

Interested in becoming a stockist?

If you would like to learn more about this or one of our other brands, please get in touch and a member of our dedicated team will be happy to assist you.