Emboldened by the success of her texture-specific hair care products, Briogeo founder and chief executive officer Nancy Twine is building out her collection with a curl-specific shampoo and three other stockkeeping units.
Briogeo has especially hit a sweet spot with customers at Sephora, where the lineup was added last year to help serve the needs of the 60 percent-plus Americans deemed to have textured hair. Retailers identified products for multicultural consumers and those looking for fewer chemicals as two dominant hair-care trends. Briogeo formulas are free of silicone, sulfates, parabens, phthalates, artificial colors and artificial fragrances.
Twine, who left a job at Goldman Sachs to start the brand tapping her grandmother’s formulas, was among the first to hit upon the fact that textured hair wasn’t only dictated by ethnicity. Her vision was to appeal to consumers based on the type of hair they have, be it fine, curly or damaged.
Currently rolling out to Sephora, specialty doors and online sites are four new items. Gaining the most notice, according to Twine, is Curl Charisma Rice Amino + Shea Moisture Shampoo. “I added this shampoo to offer a curl option from start to finish,” explained Twine of the shampoo, which joins an existing leave-in conditioning cream and curl-defining conditioner. The formula is fortified with frizz-deterring rice amino acids, ultrahydrating shea and tomato-fruit ferment, which help ensure consistent curl formation for more defined looking curls.
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Other line extensions include a Rosarco Reparative Shampoo — Rosarco is a term coined by the brand to represent its signature blend of Rosehip Argan and coconut oils — a Rosarco Reparative Conditioner and Blossom & Bloom Ginseng + Biotin Volumizing Shampoo. Prices range from $22 to $24.
Twine, who was the youngest African-American woman to launch a line in Sephora, has major initiatives planned for 2016 including more styling and treatment items along with a packaging overhaul.