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Color WOW is a haircare brand that specializes in innovative products for color-treated hair. The brand was founded in 2013 by Gail Federici, a beauty industry veteran, and Dr. Joe Cincotta, a cosmetic chemist. Color WOW aims to address the specific needs and challenges faced by individuals with colored or chemically treated hair. Color WOW is best known for its award-winning root cover-up product called Root Cover Up. This unique powder formula helps conceal regrowth and grays, providing temporary color coverage between salon visits. It comes in a range of shades to match different hair colors and is applied with a brush for precise application. The brand also offers other haircare products targeted towards color-treated hair, including shampoos, conditioners, treatments, and styling products. These products are formulated to address specific concerns such as color fading, damage, and frizz while enhancing the vibrancy and health of colored hair. Color WOW is recognized for its commitment to innovation and advanced formulas. The brand focuses on creating products that are free from sulfates, parabens, and other harmful ingredients. It aims to provide effective solutions that help maintain vibrant and healthy-looking hair.