Wellla acquires clean hair care brand Briogeo

Wella Company announced on Friday it has added clean hair care brand Briogeo to its beauty portfolio, marking the company's first acquisition as an independent entity after it was spun off from former parent Coty in 2020.

The acquisition of Briogeo comes more than 12 months after former parent company Coty spun off the Wella business, in a deal that saw private investment firm KKR acquire the hair care and beauty brand - Briogeo

While financial details of the takeover deal were not disclosed, the owner of Wella Professionals, O.P.I, GHD, Nioxin, Sebastian Professional and Clairol announced it has reached a definitive agreement to acquire Briogeo, "one of the fastest growing hair care brands in the world and one of the largest independent Black-owned brands in the United States," according to a press release.

Wella said it intends to support Briogeo and its strategy to excel at the forefront of sustainable beauty, adding that the hair care brand aligns with Wella's commitment to building a company with Diversity, Equity, and Inclusion (DEI) and Environmental, Social and Governance (ESG) at its core.

"Briogeo has been at the forefront of the clean and natural hair revolution since the company started in 2013, and its rise has been nothing short of remarkable. Together we'll extend our sustainable product offerings even more, expand our premium retail footprint and drive both commercial and social impact to new levels," said Annie Young-Scrivner, chief executive officer of Wella Company.

The addition of the Briogeo portfolio also reinforces Wella's ambitions to retail more diverse products for all hair types, while expanding clean and green products across its portfolio offerings.

"Briogeo's high-growth, eco-ethical and natural hair care products complement our existing hair portfolio and sustainable offerings and will fuel our growth momentum in the hair category, which is now the fastest growing segment in beauty," added Young-Scrivner.

Founded nine years ago by Nancy Twine, who also stands as the company CEO, Briogeo offers clean and natural hair care, offering products and solutions for every hair type, hair texture, hair need, ethnicity, background and person. 

"The strength of Wella Company's research & development, digital marketing and global operations, and their ability to reach 91 million hair and nail professionals and followers they serve and support will take our Briogeo brand to the next level," said Twine.

"This is a significant strategic partnership for both sides, and one that is compatible in ambition, philosophy and culture. In Wella Company we have a committed partner to help our business and our employees reach the next level of growth. We're excited to accelerate our expansion and innovation, globally delighting more people in more geographies and through broader delivery channels."

The acquisition of Briogeo comes more than 12 months after former parent company Coty spun off the Wella business, in a deal that saw private investment firm KKR acquire the hair care and beauty brand.