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.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)