News Briefs

Wella Company Acquires Briogeo, a Fast-Growing Company with Eco-Ethical and Natural Hair Care Products

The portfolio expansion will accelerate Wella Company's growth and extend the company's sustainable portfolio while fueling the momentum of the hair care category.

Wella Company, a global leader in the beauty industry, has a professional and retail hair, nail and beauty tech portfolio. The company includes Wella Professionals, O·P·I, ghd, Nioxin, Sebastian Professional and Clairol. They recently announced that it has reached a definitive agreement to acquire Briogeo, one of the fastest-growing hair care brands in the world and one of the largest independent Black-owned brands in the United States.

Annie Young-Scrivner

“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. 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. In Briogeo we have found a truly special and complementary partner. Together we’ll extend our sustainable product offerings even more. We’ll expand our premium retail footprint and drive both commercial and social impact to new levels,” said Young-Scrivner.

Annie Young-Scrivner, Chief Executive Officer of Wella Company and Nancy Twine, CEO of Briogeo.
Annie Young-Scrivner, Chief Executive Officer of Wella Company and Nancy Twine, CEO of Briogeo.

Nancy Twine

Under the leadership of Founder and Chief Executive Officer Nancy Twine, Briogeo has revolutionized clean and natural hair care. Briogeo has grown quickly since its inception and earned the Allure Best of Beauty Award every year since 2018. Twine is recognized as one of the foremost entrepreneurs of a beauty start-up. In the last decade, she 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.

“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 found 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.”

Shared values

Wella Company intends to support Briogeo and its strategy to excel at the forefront of sustainable beauty. Briogeo aligns with Wella Company’s commitment to building a company with Diversity, Equity, and Inclusion (DEI) and Environmental, Social and Governance (ESG). Briogeo complements Wella Company’s ambitions to deliver more diverse products for all hair types and offer more clean, green products.

Wella Company’s history of female leadership is unique. The company has entrepreneurial women founders including O·P·I co-founder Suzi Weiss-Fischmann, Nioxin’s Eva Graham, and Sebastian Professional co-founder Geri Cusenza. Annie Young-Scrivner and Briogeo’s Nancy Twine form a duo of minority women leading a high-growth beauty company. This pairing not only reinforces diversity and inclusivity but opens a wide aperture for minority women in the industry.

Wella Company returned to independent operating status on December 1, 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, e-commerce. Over the course of Wella Company’s short tenure, the company has accelerated growth, growing double-digit vs 2019 levels. The business is gaining momentum in more than 100 countries and regions: Americas, APAC, EMEA and Brazil.

About Wella Company 

Wella Company is one of the world’s leading beauty companies. They include iconic brands Wella Professionals, ghd, O·P·I, Nioxin, Sebastian Professional and Clairol. We are innovators who seek to inspire consumers and professionals to look, feel, and be their true selves. We commit to building the best beauty company in the industry where our over 6,000 employees across more than 100 countries can bring their best selves to work. Wella company is guided by our values and led by purpose. We deliver a positive impact through our products and towards our planet and society, we deliver sustainable growth to all stakeholders.

For more information on Wella Company, visit www.wellacompany.com.

About Briogeo

Briogeo has revolutionized clean and natural hair care. The company offers effective products and solutions for every hair type, hair texture, hair need, ethnicity, background, and person. All Briogeo products are 6-free (NO harsh sulfates, silicones, parabens, phthalates, artificial dyes, and DEA). Products are naturally derived with the brand’s proprietary NOVA Complex, a blend of natural oils, vitamins, and antioxidants. Launched in 2013 by entrepreneur Nancy Twine, Briogeo has become one of the fastest-growing hair care brands in the world. It is also one of the largest, independent Black-owned brands in the US. Briogeo continues to experience momentous growth and inspire, educate, celebrate diversity and empower every person’s healthy hair journey.