The moment Briogeo hit Sephora shelves in 2014, people knew something special had arrived. The Black-owned hair-care brand with clean priorities grew exponentially in just a few short years, earning Allure Best of Beauty and Readers’ Choice Awards for beloved products like the Don’t Despair, Repair! Super Moisture Conditioner and Deep Conditioning Mask. It was only a matter of time before one of the most established names in the beauty industry took an interest in the brand and its future.
Wella Company has announced the acquisition of Briogeo. It will be adding the popular hair-care brand to its already impressive roster of recognizable beauty brands like GHD, Clairol, OPI, and, of course, Wella. This marks the first portfolio expansion for Wella Company and its chief executive officer Annie Young-Scrivner as an independent entity.
“We are growing really well organically, so we knew it would take a very special company to make an acquisition. Briogeo is that special brand,” Young-Scrivner tells Allure. “Nancy [Twine] and her team have created an amazing, inclusive product line that we believe has great elasticity to grow and expand.” She adds that the cultures of the respective companies complement each other “extremely well.”
In addition to remaining the chief executive officer of Briogeo, founder Twine will also join the Wella Company executive leadership team, Young-Scrivner says, where she can contribute her insights to the overall success of the organization.
“This is a significant strategic partnership for both sides, and one that is compatible in ambition, philosophy and culture,” Twine said in Wella Company’s statement about the acquisition. “In Wella Company we have a committed partner to help our business and our employees reach the next level of growth. We’re excited to accelerate our expansion and innovation, globally delighting more people in more geographies and through broader delivery channels.”
What this may mean for your favorite Briogeo products is hard to say, but at the very least, it appears Wella Company is eager to continue formulating more Briogeo breakthroughs and extend their availability. “We plan to leverage innovation and our more than 300 scientists and engineers in R&D to expand the business possibilities,” explains Young-Scrivner, who says she’s excited about the future of hair care and the addition of Twine to the company’s team of women brand founders. “We hope you’ll see more Briogeo in more places across the globe, driven by our commitment to quality that is the hallmark of the Wella Company because that is what we stand for.”