Color Wow, the fast-growing haircare brand founded by Gail Federici, is exploring a sale that could fetch a valuation of approximately $1bn, according to Reuters.

Boutique advisory firm Houlihan Lokey is running the process, which has attracted significant interest from private equity firms and strategic buyers eyeing growth in the premium beauty segment.

Color Wow generates an estimated $300m in annual revenue and has built a global following through products such as Root Cover Up and Dream Coat. The brand’s strong consumer base and success in the colour-treated haircare category make it a compelling target for investors seeking scalable opportunities in the personal care market.

Gail Federici, who previously co-founded and sold John Frieda Professional Hair Care to Japan’s Kao Corporation for $450m in 2002, launched Color Wow in 2013.

The brand’s profile fits a growing trend in the private equity market: backing high-growth, founder-led beauty companies with strong digital presence and international expansion prospects.