Wella Company adds volume to hair care portfolio with Briogeo acquisition

By Julia Wray | Published: 29-Apr-2022

The purchase is the company’s first as an independent entity and will complement its existing portfolio

Wella Company is strengthening its position in the hair care category by buying Briogeo in its first acquisition since its establishment as an independent entity.

Launched in 2013 by entrepreneur Nancy Twine, Briogeo is one of the fastest-growing hair care brands in the world and one of the US’ largest independent black-owned brands.

It specialises in products which are ‘six-free’ and naturally derived, and which are tailored to every hair texture and hair need.

According to Wella Company, the addition of Briogeo supports its ambitions to deliver more diverse products for all hair types, while expanding 'clean' and green products across its portfolio offerings.

"Acquiring Briogeo marks Wella Company's first portfolio expansion as an independent entity," said 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 will fuel our growth momentum in the hair category, which is now the fastest growing segment in beauty."

She added: "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."

"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 Twine.

"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."

Wella Company officially launched in December 2020, following Coty’s announcement that it was divesting its Professional Beauty and Retail Hair businesses to US private equity firm Kohlberg Kravis Roberts (KKR), which now has a majority-equity stake in the company.

In addition to namesake brand Wella Professionals and newcomer Briogeo, Wella Company’s brand roster includes O·P·I, ghd, Nioxin, Sebastian Professional and Clairol.

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