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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast