In February, Nancy Twine, founder and president of Briogeo, was in talks with Henri Bendel and Woodley & Bunny to sell her all natural hair-care line. A few months later, she wasn’t getting a response from either retailer and realized both stores were pulling out of the business.
But it wasn’t all downhill for Twine. On Aug. 12, Briogeo launched on sephora.com and will be sold in 15 Sephora doors starting in September. Also, the company noted that Twine, who is 29 years old, is the youngest African-American to launch a brand in the specialty retailer.
According to Sephora executives, it is still very early on in the launch, but Briogeo is off to a strong start.
“Briogeo products are inclusive of many hair textures and feature effective plant-based ingredients that help to both elevate and expand our hair care offerings,” said Margarita Arriagada, chief merchant at Sephora. “And with female clientele as such a large supporter of our business and industry, we, in turn, are always excited to support female-led brands.”
Coinciding with the launch of its new distribution, Briogeo will unveil three products in September: Curl Charisma Rice Amino + Avocado Leave-In Defining Crème, priced $18; Rosarco Oil, $24, which is exclusive to Sephora, and Be Gentle, Be Kind Avocado + Quinoa Co-Wash, $20.
Arriagada added, “The Sephora merchandising team greatly values developing relationships with founders and management teams, regardless of their size. We strive to invest our time and energy in a brand whose products and team we believe in.”
Sephora.com will sell all seven stockkeeping units online, while Briogeo’s Curl Charisma Rice Amino + Avocado Leave-In Defining Crème; Rosarco Oil; Don’t Despair, Repair! Deep Conditioning Mask, and Be Gentle, Be Kind Green Tea Shampoo will be sold in store.
“Sephora is putting more focus into [hair care],” said Twine. “They have a demographic not everyone has and gives brands visibility. For most companies, it would have taken years to get into a beauty giant like Sephora and working with them has taught me to think like a big brand.”
Briogeo’s price points range from $18 for Leave-In Defining Cream to $26 for its Deep Conditioning Mask.
While executives declined to comment on projected sales, industry sources estimated that Briogeo would do about $500,000 at Sephora during its first year on counter.
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye