OUR LAB IS REAL LIFE

Gail Federici, our CEO and “chief problem solver” was born with frizzy hair.

It was her personal struggles, and in-depth understanding of all the challenges and angst related to this hair type, that led to creation of the first hair care range dedicated to solving all the issues with frizzy hair. The result was a global phenomenon: a life changing beauty option for women plagued with frizz.

And... the mantra that has driven our unique product development process for decades:

"NECESSITY IS THE

MOTHER OF INVENTION."

Every Color Wow formulation begins with listening to our consumers’ concerns, worries and frustrations with their color-treated hair.

We empathize....then actualize! All formulas are created in-house, and go through stringent testing (clinical, as well as “real life” evaluations by our top tier salon pro’s and network of veteran beauty experts.) We have only one criteria for product success: demonstrable results.

OUR PREMISE IS OUR PROMISE:

SALONS CREATE THE COLOR.

WE KEEP IT WOW!