The acquisition marks a sharpening focus on sustainability, said Annie Young-Scrivner, Wella's CEO.
The infusion will also ignite product development in current and adjacent categories. “We have an incredible innovation arm with research and development centers across the globe, and we could fuel her growth in hair, and maybe in skin,” Young-Scrivner said.
International expansion is in the works for the brand, which has a presence in the U.S. as a Sephora-exclusive brand and a growing presence in key markets. “[Twine’s] strength is that she started her business in the U.S., and she’s starting that expansion in Europe and Asia. We could definitely help fuel that — we’re in 100 countries across the globe, and it’s also making sure we’re growing in the right way,” Young-Scrivner explained.
“The strength of Wella Company’s research and 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 Nancy Twine, CEO of Briogeo, in a statement. “This is a significant strategic partnership for both sides, and one that is compatible in ambition, philosophy and culture.
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