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.
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