Colorwow

Color Wow was founded by Gail Federici, a haircare-industry veteran of more than 40 years who previously ran John Frieda Hair Care and is credited there with developing Frizz Ease, widely described as the first dedicated anti-frizz product. At Color Wow, Federici works with an in-house research team alongside biochemist Dr. Joseph Cincotta, developing formulas in the company's own lab rather than outsourcing production — a process the brand says can take years of testing before a product ships, on the standard that it must either solve a problem no other product addresses or measurably outperform existing options. That approach produced Dream Coat Supernatural Spray, an anti-humidity treatment marketed on its glass-hair shine effect, alongside quick root-touch-up sprays aimed at colorists' and stylists' most common complaints. The company remains family-run, with Federici's twin daughters and three additional family members involved across operations, PR and legal functions. Color Wow has no brand-owned retail stores: it sells direct-to-consumer online, through a professional division for licensed stylists, a salon-partner locator tool, third-party beauty retailers such as Sephora, and more recently through TikTok Shop.