VMG Inks Briogeo Deal
Private equity firm VMG has made a minority investment in prestige hair-care Briogeo, WWD has learned. The prestige hair-care brand, founded by Nancy Twine in 2013, sells a range of care and treatment products at Sephora, Nordstrom, Net-a-porter and its own web site. The brand was early to the skinification of hair movement, launching products that treat the hair and scalp more like skin. The line also has several food-oriented shampoos and conditioners, including Kale and Apple Replenishing Superfood Conditioner, $28, and Banana and Coconut Nourishing Superfood Shampoo, $28. Briogeo recently expanded into wellness with tea tree oil and caster oil, which are both meant to be multipurpose products. “Hair is always going to be our core focus, and bread and butter of the Briogeo brand, but earlier this year we launched a new category called B. Well, which stands for Biogeo Wellness, and it really gives us the opportunity to take our clean-yet-highly-effective ingredient methodology and expand it beyond just hair care,” Twine told WWD, noting that ingestibles are due out later this year. Nancy Twine founder and ceo of Briogeo. She launched the business in 2013, and it really took off in 2017 when it came out with Scalp Revival, aFollow WWD on Twitter or become a fan on Facebook.
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