Wella To Acquire Indie Haircare Company Briogeo

Wella Company has reached a definitive settlement to accumulate Briogeo. The quick rising hair care model is likely one of the largest impartial Black-owned manufacturers within the US.Financial particulars of the acquisition weren’t accessible at press time.”Acquiring Briogeo marks Wella Company’s first portfolio growth as an impartial entity. Briogeo’s high-growth, eco-ethical and pure hair care merchandise complement our present hair portfolio and sustainable choices and can gas our progress momentum within the hair class, which is now the quickest rising phase in magnificence,” mentioned Annie Young-Scrivner, CEO of Wella Company.  “I’m pleased with the expansion our firm has achieved up to now in simply 17 months—and in Briogeo we’ve got discovered a very particular and complementary associate. Briogeo has been on the forefront of the clear and pure hair revolution for the reason that firm began in 2013, and its rise has been nothing in need of outstanding. Together we’ll prolong our sustainable product choices much more, broaden our premium retail footprint and drive each business and social influence to new ranges.”Launched in 2013 by entrepreneur Nancy Twine, Briogeo has turn out to be one of many fastest-growing hair care manufacturers within the US market.
Nancy Twine
Under the management of Twine, Briogeo has revolutionized clear and pure hair care, providing efficient merchandise and options for each hair sort, hair texture, hair want, ethnicity, background and particular person. The firm has grown rapidly since its inception and is an award-winning firm, having earned the Allure Best of Beauty Award yearly since 2018. Twine is acknowledged as one of many foremost entrepreneurs of a magnificence start-up within the final decade and has been awarded Entrepreneur’s 100 Women of Impact in 2021, the Goldman Sachs Builders + Innovators Award in 2020, and the Cosmetic Executive Women (CEW) Female Founder Award in 2019.Wella says it intends to assist Briogeo and its technique to excel on the forefront of sustainable magnificence. Briogeo aligns with Wella Company’s deep dedication to constructing an organization with range, fairness, and inclusion (DEI) and environmental, social and governance (ESG) embedded into its core. The addition of the Briogeo portfolio of status hair care enhances Wella Company’s ambitions to ship extra numerous merchandise for all hair varieties, whereas increasing clear and inexperienced merchandise throughout its portfolio choices.”The power of Wella Company’s analysis and growth, digital advertising and marketing and world operations, and their means to achieve 91 million hair and nail professionals and followers they serve and assist will take our Briogeo model to the subsequent degree,” mentioned Twine. “This is a major strategic partnership for either side, and one that’s suitable in ambition, philosophy and tradition. In Wella Company we’ve got a dedicated associate to assist our enterprise and our workers attain the subsequent degree of progress.  We’re excited to speed up our growth and innovation, globally delighting extra individuals in additional geographies and thru broader supply channels.”Wella Company has a historical past of feminine management—OPI Co-Founder Suzi Weiss-Fischmann, Nioxin’s Eva Graham, and Sebastian Professional Co-Founder Geri Cusenza.Young-Scrivner and Twine kind a duo of minority ladies main a high-growth magnificence firm — a pairing that not solely reinforces range and inclusivity however opens a large aperture for minority ladies within the business, mentioned Wella.Wella Company returned to impartial working standing on December 2020 after associates of funding agency KKR acquired a majority-equity stake within the firm.Wella’s manufacturers additionally embody Wella Professionals, ghd and Clairol. 


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