Wella Company - the owner of Wella Professionals, O·P·I, ghd, Nioxin, Sebastian Professional and Clairol - has acquired Briogeo, a fast-growing independent hair care company focused on eco-ethical and natural hair care products, and one of the largest independent Black-owned brands in the United States.
"Briogeo’s high-growth, eco-ethical and natural hair care products complement our existing hair portfolio and sustainable offerings and will fuel our growth momentum in the hair category, which is now the fastest growing segment in beauty," said Annie Young-Scrivner, Chief Executive Officer of Wella Company.
Clean and natural hair care
Under the leadership of Founder and Chief Executive Officer, Nancy Twine, Briogeo has revolutionized clean and natural hair care, offering effective products and solutions for every hair type, hair texture, hair need, ethnicity, background and person. Briogeo has grown quickly since its inception and is an award-winning company, having earned the Allure Best of Beauty Award every year since 2018.
The addition of the Briogeo portfolio of prestige hair care complements Wella Company’s ambitions to deliver more diverse products for all hair types, while expanding clean and green products across its portfolio offerings. Wella Company intends to support Briogeo and its strategy to excel at the forefront of sustainable beauty.
"The strength of Wella Company’s Research & Development, digital marketing and global operations, and their ability to reach 91 million hair and nail professionals and followers they serve and support will take our Briogeo brand to the next level," said Nancy Twine, CEO of Briogeo. "This is a significant strategic partnership for both sides, and one that is compatible in ambition, philosophy and culture. 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."
Wella Company remains on an accelerated growth journey to become a leader in the hair, nail and beauty tech category across all delivery channels – professional, retail, ecommerce. Over the course of Wella Company’s short tenure, the company has accelerated growth, growing double digit vs 2019 levels. The business is gaining momentum in every geography in which it operates (more than 100 countries) and across all regions: Americas, APAC, EMEA and Brazil.