Briogeo has been taking the hair care industry by storm in it’s celebration of transparency, positivity, and most importantly, individual celebration in their hair care products.
In the face of traditional marketing and celebrity ambassadors, female founder Nancy Twine wanted Briogeo to inspire transparency and to cater to various hair needs, as opposed to a one-size-fits-all solution. See how they tackle everyday hair solutions for every woman in their product lineup.
Inclusive Products, Excluding Harsh ingredients
After her move into the Big Apple, Nancy swapped her homemade essentials from home for the store-bought ‘natural’ brands. As with many women, she quickly realized that many natural hair care products did not live up to snuff.
Specifically, while there was a lot of brands, products, and cure-alls, they didn’t actually apply to or include all women.
A key example can be seen in the rise of the natural hair movement and hair tutorials. Girls with curly hair, or very curly hair, won’t get the same results as women with looser curls.
After all, how can you be inclusive when entire demographics can’t use your product or even your brand? #FakeNews
And thus, Briogeo was born inside Nancy Twine’s New York apartment.
Performance Driven, Audience Conscious
First, Briogeo takes it back to basics, offering a high-performance, hair care collection that is naturally based, yet performance driven to provide visible results.
Also, they push forward real-life results with their online How-To Section: rather than endorsements from celebrities, Briogeo features vloggers and beauty gurus of different hair textures, types and needs to showcase their products in easy to follow videos.
A bit of Glossy: Our favorite is the Deep Conditioning Natural Hair Tutorial by Actually Ashly, featuring the Deep Conditioning Hair Mask from the Don’t Despair, Repair! Line. Sound familiar? Subscribers to our GLOSSYBOX received the ‘Don’t Despair, Repair! Leave-In Mask’ this month!
For Women By Women: Nancy Twine
To add to add, unlike most beauty mavericks that started their career in their teen years, Nancy Twine got a head start at the age of five in her career in the beauty industry. In particular, she took on the role of ‘sous chef’ to her grandmother’s homemade hair care line, who was the town’s resident guru and problem solver.
And finally, Briogeo is a 6-free hair care brand; meaning formulas are free of sulfates, parabens, phthalates, silicones, DEA and synthetic color. Instead, all products are 90 to 100 percent naturally derived and packaged in bottles that are both recycled and recyclable. All in all, what’s good for the Earth is good for us!
Have you used Briogeo yet? Did you snag a box of ours this month with their leave-in mask? What’s your take on inclusive products for all women? Let us know below!