fbpx

Wella Company Just Acquired Briogeo — Here’s What This Means

Share on facebook
Share on twitter
Share on linkedin
Share on email

This just in: Wella Company—the parent company behind some of your favorite beauty brands such as OPI, GHD, and Sebastian Professional— has announced the acquisition of natural haircare brand, Briogeo, making it the latest haircare label to fall under its umbrella.

One of the fastest growing haircare brands in the world and one of the largest independent Black-owned brands in the United States, Briogeo has become a leader in the clean hair movement with its texture-specific products made from natural ingredients. Founded in 2013 by former finance executive Nancy Twine, who envisioned a more inclusive approach to natural hair products, the line has broken barriers in the industry by treating all hair types and texture under one singular brand. 

Anyone who is serious about caring for their hair type and hair texture has likely tried a Briogeo product. The cult-favorite hair brand has won the hearts of many hair lovers, particularly those of us with curly hair textures, with its extensive product range which includes industry favorites like the Don’t Despair, Repair! Deep Conditioning Hair Mask, Farewell Frizz Blow Dry Perfection & Heat Protectant Creme, and the Be Gentle, Be Kind Superfoods Banana + Coconut Hair Pack. Considering how widely-loved Briogeo is in the hair community, it was truly only a matter of time before it would grab the attention of one of the biggest beauty companies.

“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,” she said in a statement about the acquisition. “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 geographies and through broader delivery channels.”

With this new acquisition Briogeo founder Nancy Twine will be keeping her position as the chief executive officer of the brand. However, Allure reports that she will be also joining the Wella Company executive leadership team where she will “contribute her insights to the overall success of the organization.”

With Twine’s addition to the leadership team, the beauty mogul and Wella Company’s chief executive officer Annie Young-Scrivner form a duo of minority women leading a high growth beauty company— a pairing that not only strengthens diversity but  will also help open more doors for minority women in the industry. 

According to a press release, the reason behind the acquisition stems from Wella Company’s desire to “deliver more diverse products for all hair types, while expanding clean and green products across its portfolio offerings.” Wella Company wishes to support the haircare brand and “its strategy to excel at the forefront of sustainable beauty”.

While the official price of the acquisition has yet to be disclosed, WWD reports that Briogeo’s revenue exceeded $100 million, according to industry sources, so it wouldn’t be crazy to assume that Wella Company spent a pretty penny on this deal.

“Acquiring Briogeo marks Wella Company’s first portfolio expansion as an independent entity. 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 Young-Scrivner. “I’m proud of the growth our company has achieved so far in just 17 months — and in Briogeo we have found a truly special and complementary partner. Briogeo has been at the forefront of the clean and natural hair revolution since the company started in 2013, and its rise has been nothing short of remarkable. Together we’ll extend our sustainable product offerings even more, expand our premium retail footprint and drive both commercial and social impact to new levels.”

For more exciting news from Wella Company, be sure to follow @wellacompany on Instagram. And, for the latest on Briogeo, make sure to follow @briogeo on Instagram.

Camille Nzengung
Camille Nzengung
Camille Nzengung is a Features Editor, based in Georgia, covering all things hair at The Tease. You can find her writing about the best hair products, the coolest hair trends, and all the exciting new hair launches.