Wella acquires ethical haircare brand Briogeo

THE WHAT? Wella Company announced that it has entered into a definitive agreement to acquire Briogeo. Terms of the agreement were not disclosed.

THE DETAILS Recognized as one of the fastest growing hair care brands in the world and one of the largest black-owned brands in the United States, Briogeo aligns with Wella’s deep commitment to building a business diverse, equitable and inclusive and environmental, social and governance. integrated into its core.

THE WHY ? Annie Young-Scrivner, CEO of Wella Company, explains: “The acquisition of Briogeo marks the first expansion of Wella Company’s portfolio as an independent entity. 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 beauty segment. fast. I am proud of the growth our business has achieved so far in just 17 months – and in Briogeo we have found a truly special and complementary partner. Briogeo has been at the forefront of the clean, natural hair revolution since the company was founded in 2013, and its rise has been nothing short of remarkable. Together, we will further expand our sustainable product offerings, expand our premium retail footprint, and propel both business and social impact to new levels.

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