Wella Company acquires Briogeo, expands “eco-ethical and natural hair care”

29 Apr 2022 --- Hair, nail and beauty technology player Wella Company has acquired Briogeo, “one of the largest independent Black-owned brands in the US,” to speed its growth and expand its environmentally sustainable portfolio.

“Acquiring Briogeo marks Wella Company’s first portfolio expansion as an independent entity,” says Annie Young-Scrivner, CEO of Wella Company.

“Briogeo’s high-growth, eco-ethical and natural hair care products complement our existing hair portfolio and sustainable offerings and fuel our growth momentum in the hair category, which is now the fastest-growing segment in beauty.” 

Wella Company is aiming to support Briogeo’s sustainable beauty strategy. 

Strategic partnership
“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,” believes Nancy Twine, CEO at Briogeo. Wella Company’s portfolio includes iconic brands like Wella Professionals, O·P·I, ghd, Nioxin, Sebastian Professional and Clairol. 

“This is a significant strategic partnership for both sides. In Wella Company, we have a committed partner to help our business and our employees reach the next level of growth.” 

Twine remarks on the advantages of accelerating the brand’s expansion via broader delivery chains.  

“Together, we’ll extend our sustainable product offerings, expand our premium retail footprint, and drive both commercial and social impact to new levels,” adds Young-Scrivner.

Wella Company shares that it has witnessed accelerating growth, with “growing double-digit vs. 2019 levels,” and increasing momentum across operations based in over 100 countries. 

A diverse and green portfolio
The acquisition fulfills Wella Company’s desire to amplify its product diversity for different hair types while expanding its “clean and green products.” 

Young-Scrivner and Twine are both minority-identifying women leading the theme of the partnership. 

“Briogeo aligns with Wella Company’s deep commitment to building a company with Diversity, Equity, and Inclusion (DEI) and Environmental, Social and Governance (ESG),” shares the company. 

Briogeo has notably “revolutionized clean and natural hair care” by offering products for every hair type, texture, need and ethnicity. The company has earned the Allure Best of Beauty Award each year since 2018. 

Additionally, Twine has been recognized as an influential entrepreneur. She was awarded Entrepreneur’s 100 Women of Impact in 2021, the Goldman Sachs Builders + Innovators Award in 2020, and the Cosmetic Executive Women Female Founder Award in 2019.

“Wella Company’s history of female leadership is unique, having several entrepreneurial women founders including O·P·I co-founder Suzi Weiss-Fischmann, Nioxin’s Eva Graham, and Sebastian Professional co-founder Geri Cusenza.”  

Edited by Venya Patel