Wella Company has announced its acquisition of eco haircare brand Briogeo, aiming to accelerate the company’s growth and expand its sustainable portfolio. Adding the popular hair-care brand to its already impressive roster of recognisable beauty brands like GHD, Clairol, OPI, and, of course, Wella. This marks the first portfolio expansion for Wella Company and its chief executive officer Annie Young-Scrivner as an independent entity.
Following the acquisition, Wella Company will support Briogeo and its strategy to “excel at the forefront of sustainable beauty”.
Wella Company is eager to continue formulating more Briogeo breakthroughs and extend their availability. “We plan to leverage innovation and our more than 300 scientists and engineers in R&D to expand the business possibilities,” explains Young-Scrivner, who says she’s excited about the future of hair care and the addition of Twine to the company’s team of women brand founders.
Under the leadership of Founder and Chief Executive Officer, Nancy Twine, Briogeo has revolutionised 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.