Company News

Black-Founded Hair Care Company Briogeo Heads to Professional Channel

The company, acquired by Wella in 2022, will enter 600 Salon Centric doors with new partnership.

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By: Lianna Albrizio

Associate Editor

Award-winning, Black-owned hair care brand Briogeo, acquired by Wella last year, is heading to the professional channel. 
 
In a partnership with Salon Centric, a distribution platform for licensed salon professionals, Briogeo products will be available in 600 doors on August 1.
 
Briogeo’s acquisition by Wella Company in April 2022 marked Wella’s first portfolio expansion as an independent entity, according to Wella CEO Annie Young-Scrivner, adding that the indie brand’s high-growth, eco-ethical hair care products complement the company’s existing hair portfolio and sustainable offerings and fuel future product and retail growth.  
 
Most of Briogeo’s product range will be available through Salon Centric, excluding products that have retail exclusivity agreements.  
 
Chief Marketing Officer Claudia Allwood said Briogeo will partner with stylists who will help craft its salon menu filled with natural, biomimetic-performance ingredients that clients want in haircare products. 
 

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