Color Wow

A British hair care brand, launched in 2013, spent its first decade selling one single product at an almost fanatical level of focus. That discipline is what built the entire company. Gail Federisi had previously co-founded and sold the John Frida Hair Care brand for over $400 million to Cow Corporation in 2002. Rather than retire, she launched ColourWow in 2013 with a different thesis. Every product in the initial line was designed specifically for colour-treated hair, a niche that was commercially larger than industry data suggested because approximately 70% of women over 30 in Western markets colour their hair in some form. The breakout product, Dreamcoat, was a humidity-repelling hairspray that lasted through 3-4 shampoos.