TAGS: Sustainability / Natural Cosmetics Hair Care
Wella Company announced that it has reached a definitive agreement to acquire Briogeo, one of the fastest-growing hair care brands, focused on eco-ethical and natural hair care products, and is one of the largest independent black-owned brands in the United States.
Ambition to Expand Clean & Green Product
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. Briogeo aligns with Wella Company’s deep commitment to building a company with Diversity, Equity, and Inclusion (DEI) and Environmental, Social, and Governance (ESG) embedded into its core. 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.
Wella Company returned to independent operating status on 1 December 2020, after affiliates of global investment firm KKR acquired a majority equity stake in the company. 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, and e-commerce.
Strengthen Sustainable Product Offerings
“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 Annie Young-Scrivner, chief executive officer of Wella Company.
“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,” said Young-Scrivner.
“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.”
Source: Wella Company
