Briogeo Hair Care

What Briogeo Hair Care does

Briogeo Hair Care is a US-based clean haircare brand founded in 2013 by Nancy Twine and headquartered in Brooklyn, NY. The company develops and sells a portfolio of haircare products organized into eight specialized collections — Don't Despair, Repair! (repair and bond-repair), Scalp Revival (scalp health), Style + Treat (styling), Curl Charisma (curls), Destined for Density (thinning), Farewell Frizz (frizz control), Briogeo Superfoods (nutrition), and Be Gentle, Be Kind (hypoallergenic) — with 50+ SKUs spanning shampoos, conditioners, masks, serums, scalp treatments, styling products, and travel sizes. The company is now a wholly-owned subsidiary of Wella Company following its 2022 acquisition.

The product portfolio is built on Briogeo's proprietary 6-Free Clean Science formulation standard (no sulfates, silicones, phthalates, phthalates, parabens, DEA, or artificial dyes) and its GeoActive Formulation Approach, which combines naturally-derived ingredients (rosehip oil, charcoal, biotin, peptides, fermented enzyme amino acid complex) with what the company describes as clean science. Notable technical components include plant-based dissolvable exfoliant (microcrystalline cellulose) used in scalp care, a fermented enzyme + amino acid complex for bond repair, and clinical efficacy claims tied to specific SKUs (e.g., up to 82% reduction in dry scalp flaking; up to 2x stronger hair after three uses of the Deep Conditioning Mask). Products are Leaping Bunny certified cruelty-free, vegan, and 93-99% naturally derived depending on SKU.

Briogeo operates a product-led, direct-to-consumer go-to-market model anchored on briogeohair.com, supported by a hair quiz for personalization, a Subscribe & Save subscription program offering 15% off with auto-replenishment, and a loyalty rewards program. The primary retail channel is Sephora, both in-store and online, with the Be Gentle, Be Kind line specifically featured at Sephora. Pricing is positioned at the premium end of the clean haircare segment, with hero products priced at $39 (Deep Conditioning Mask, 8oz), $42 (Micro-Exfoliating Shampoo, 8oz), and $57 (Density Serum), with jumbo sizes up to $134. Marketing relies on a mix of content (B-Spoke blog), social media, influencer partnerships, earned media through beauty awards (Allure Hall of Fame, Oprah, Elle, Harper's Bazaar), and customer reviews. Operating geography is the US only, with no disclosed international distribution.

Name

Briogeo Hair Care

Legal name

Briogeo Hair Care

Website

https://briogeohair.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Briogeo Hair Care is a US-based clean haircare brand selling premium, 6-Free (sulfate/silicone/paraben-free) shampoos, treatments, scalp care, and styling products direct-to-consumer via briogeohair.com and through Sephora. Founded in 2013 by Nancy Twine and acquired by Wella Company in 2022, it serves consumers seeking naturally-derived, high-performance haircare across all hair types.

Ownership category

akta.pro rank

Product category

Clean Haircare Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Conditioners & Hair Masks (CRABABAB)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Clean haircare products
• Scalp care treatments
• Bond repair haircare
• Curl care products
• Naturally derived shampoo

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through briogeohair.com website. Products are sold directly to consumers with free shipping on orders over $60. Subscription model offers 15% savings with auto-replenishment.
2. Retail Sales: Products sold through retail partners including Sephora. The brand competes in the professional salon and specialty beauty channels.
3. Travel and Trial Sizes: Smaller format products (travel sizes 2oz, 8oz) and trial kits provide additional revenue streams and customer acquisition.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Briogeo manufactures and sells clean, naturally derived haircare products across eight collections including Don't Despair, Repair!, Scalp Revival, Style + Treat, Curl Charisma, Destined for Density, Farewell Frizz, Briogeo Superfoods, and Be Gentle, Be Kind. The catalog spans shampoos, conditioners, deep conditioning masks, scalp scrubs, hair oils, leave-in treatments, dry shampoos, styling foams and sticks, hair density serums, and trial/travel sizes sold through the brand's own website and Sephora. Formulations follow a 6-Free Clean Science standard (no sulfates, silicones, phthalates, parabens, DEA, or artificial dyes) and are vegan and Leaping Bunny certified.

Product overview

Briogeo Hair Care is a clean haircare brand offering a comprehensive portfolio of hair care products across multiple specialized collections. The company's core products include the Don't Despair, Repair! line centered on the award-winning Deep Conditioning Mask (15x award winner including 6x Allure Reader's Choice Hall of Fame), the Scalp Revival collection featuring the bestselling Micro-Exfoliating Shampoo and new Dandruff Relief system with salicylic acid, the Style + Treat styling line, the Destined for Density hair thickening system with caffeine and biotin peptides, the Curl Charisma curl-care collection, the Farewell Frizz frizz-control line, the hypoallergenic Be Gentle Be Kind collection, and the Superfoods plant-based line. The brand's GeoActive formulation approach combines natural ingredients with 6-Free Clean Science (no sulfates, silicones, phthalates, parabens, DEA, or artificial dyes). Products range from shampoos, conditioners, deep conditioning masks, styling products, scalp treatments, serums, and travel sizes, all positioned as high-performance clean haircare solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Don't Despair, Repair!: A repair-focused collection featuring deep conditioning masks and bond repair treatments designed to strengthen damaged hair.
• Scalp Revival
• Style + Treat
• Curl Charisma
• Destined for Density
• Farewell Frizz
• Briogeo Superfoods
• Be Gentle, Be Kind

Products and services

• Don't Despair, Repair! Deep Conditioning Mask Deep conditioning treatment in the Don't Despair, Repair! line that repairs and strengthens dry, damaged hair through a moisture-and-protein formula with rosehip oil, algae extract, almond oil, and biotin for consumers seeking bond and strength repair.
• Don't Despair, Repair! Miracle Mist Bonding Leave-In Conditioner Bi-phase, 6-in-1 daily bond repair leave-in mist using a fermented enzyme + amino acid complex to repair weak bonds damaged by heat and bleach, with 450°F heat protection and up to 55% frizz reduction for damaged-hair consumers.
• Don't Despair, Repair! Strengthening Treatment Oil Treatment oil in the Don't Despair, Repair! collection that strengthens and nourishes damaged, dry hair for consumers seeking restorative oil-based care.
• Don't Despair, Repair! Moisture + Damage Defense Leave-In Treatment Leave-in treatment in the Don't Despair, Repair! collection that delivers moisture and protects against damage for consumers with dry or over-processed hair.
• Don't Despair, Repair! Rich Rice Water Shampoo Concentrate Shampoo concentrate in the Don't Despair, Repair! collection that uses rice water protein to strengthen hair in concentrated form for consumers needing a strengthening cleanse.
• Don't Despair, Repair! MegaStrength+ Rice Water Protein + Moisture Strengthening Treatment Rice water protein and moisture strengthening treatment in the MegaStrength+ line of the Don't Despair, Repair! collection, designed for damaged hair repair in a single at-home step.
• Don't Despair, Repair! Vanilla Cake Shampoo + Conditioner Duo Limited edition vanilla cake scented shampoo and conditioner duo in the Don't Despair, Repair! line for fans of the collection seeking a seasonal scent variant.
• Don't Despair, Repair! Vanilla Cake Deep Conditioning Mask Limited edition vanilla cake scented deep conditioning mask in the Don't Despair, Repair! line, providing the same repair benefit as the original mask in a seasonal scent.
• Scalp Revival Charcoal + Coconut Oil Micro-Exfoliating Shampoo Micro-exfoliating scalp shampoo in the Scalp Revival collection that uses a plant-based dissolvable exfoliant with charcoal, coconut oil, tea tree, peppermint, and spearmint oils to remove flakes and buildup, for consumers with dry, itchy, congested scalps.
• Scalp Revival Dandruff Relief Shampoo with Charcoal + 3% Salicylic Acid Medicated shampoo in the Scalp Revival Dandruff Relief system with charcoal and 3% salicylic acid, formulated for consumers seeking OTC dandruff treatment within the clean Briogeo framework.
• Scalp Revival Dandruff Relief Conditioner with Charcoal + 1.8% Salicylic Acid Medicated conditioner in the Scalp Revival Dandruff Relief system with charcoal and 1.8% salicylic acid, designed to complement the matching shampoo for consumers seeking OTC dandruff relief with conditioning benefits.
• Scalp Revival Charcoal + Tea Tree Buildup Detox Spray Detox spray in the Scalp Revival collection with charcoal and tea tree oil that removes product and oil buildup between washes, for consumers with congested scalps.
• Scalp Revival Charcoal + Tea Tree Cooling Hydration Scalp Mask Cooling, hydrating scalp mask in the Scalp Revival collection with charcoal and tea tree oil that soothes and moisturizes dry, irritated scalps.
• Scalp Revival Charcoal + Tea Tree Scalp Treatment Targeted scalp treatment drops in the Scalp Revival collection with charcoal and tea tree oil for consumers seeking concentrated scalp relief.
• Scalp Revival Charcoal + Biotin Dry Shampoo Dry shampoo in the Scalp Revival collection with charcoal and biotin that absorbs oil at the root and adds volume, for consumers seeking scalp-friendly refresh between washes.
• Scalp Revival Rosemary Pre-Wash Oil for Hair and Scalp Pre-wash oil treatment in the Scalp Revival collection with rosemary to prep the scalp before cleansing, for consumers building a scalp-first haircare routine.
• Scalp Revival Rosemary Pre-Wash Oil, 1oz (Travel) TSA-approved 1oz travel size of the Scalp Revival Rosemary Pre-Wash Oil, intended for consumers wanting a portable scalp treatment option.
• Scalp Soothing Starter Set Starter set of mini Scalp Revival products for consumers beginning a scalp care routine or seeking to trial the collection before full-size purchase.
• Style + Treat Yuzu + Plum Oil Hair Styling Sleek Stick Glideable hair styling stick in the Style + Treat collection with yuzu extract, plum oil, and B-complex vitamins that delivers 24-hour hold and 68% frizz reduction for 24 hours, for consumers seeking sleeked-back or smoothed styles.
• Style + Treat 4-in-1 Weightless Hair Oil Lightweight multi-benefit hair oil in the Style + Treat collection that provides moisture and shine without weighing hair down.
• Style + Treat Supreme Shine Strengthening Oil Strengthening hair oil in the Style + Treat collection that adds shine and supports strand strength for consumers using the line as a finishing step.
• Style + Treat Dry Shampoo Puff (Translucent) Puff-format dry shampoo in the Style + Treat collection with a translucent finish for refreshing hair between washes without visible residue.
• Style + Treat Dry Shampoo Puff (Tinted) Puff-format dry shampoo in the Style + Treat collection with a tinted finish that matches darker hair tones for in-between refreshes.
• Style + Treat Sweet to Sleek Treat Styling treatment in the Style + Treat collection that smooths and adds sleek finish for consumers seeking a polished look.
• Style + Treat Yuzu + Plum Oil Air Dry Hair Styling Cream Air-dry hair styling cream in the Style + Treat collection with yuzu and plum oils, allowing consumers to style hair without heat tools.
• Style + Treat Yuzu + Plum Oil Hair Styling Texture Foam Hair styling texture foam in the Style + Treat collection with yuzu and plum oils that adds volume and texture for consumers seeking body and lift.
• Style + Treat Yuzu + Plum Hair Styling Sculpting Crème Sculpting crème in the Style + Treat collection with yuzu and plum oils that provides hold and definition for shaping styles.
• Curl Charisma Rice Amino + Avocado Leave-In Defining Crème Leave-in curl defining crème in the Curl Charisma collection with rice amino acids and avocado that moisturizes, defines, and smooths curls, coils, and waves for textured-hair consumers.
• Curl Charisma Rice Amino + Quinoa Frizz Control Gel Frizz control gel in the Curl Charisma collection with rice amino acids and quinoa that defines and holds curls while taming frizz for textured-hair consumers.
• Curl Charisma Rice Amino + Shea Curl Defining Conditioner Curl defining conditioner in the Curl Charisma collection with rice amino acids and shea that provides moisture and definition for curls, coils, and waves.
• Curl Charisma Rice Amino + Avocado Hydrating Shampoo Hydrating shampoo in the Curl Charisma collection with rice amino acids and avocado that cleanses curls, coils, and waves while delivering moisture.
• Curl Charisma Complete Curl Defining + Hydrating Value Set Value bundle of curl-defining and hydrating products from the Curl Charisma collection for consumers building a complete textured-hair routine at a discounted bundle price.
• Destined For Density MegaStrength+ Caffeine + Biotin Peptide Density Serum Hair density serum in the Destined For Density collection with a caffeine and biotin peptide complex that promotes thicker, fuller, healthier-looking hair for consumers concerned with thinning.
• Destined For Density Caffeine + Biotin Peptide Density Shampoo Density-promoting shampoo in the Destined For Density collection with caffeine and biotin peptides that supports thicker-looking hair for consumers with thinning or fine hair.
• Destined For Density Caffeine + Biotin Peptide Density Conditioner Density-promoting conditioner in the Destined For Density collection with caffeine and biotin peptides that supports fuller-looking hair for consumers with thinning or fine hair.
• Destined For Density MegaStrength+ Caffeine + Biotin Peptide Shampoo + Conditioner Duo Duo bundle pairing the density shampoo and conditioner from the Destined For Density collection, offered at a bundled value for consumers building a density routine.
• Farewell Frizz Blow Dry Perfection & Heat Protectant Crème Heat protectant and blow dry crème in the Farewell Frizz collection that minimizes frizz and adds shine during heat styling for consumers seeking smooth blowouts.
• Farewell Frizz Smoothing Conditioner Smoothing conditioner in the Farewell Frizz collection that minimizes frizz and smooths hair for consumers with frizz-prone hair.
• Farewell Frizz Smoothing Shampoo Smoothing shampoo in the Farewell Frizz collection that cleanses while minimizing frizz and smoothing hair.
• Farewell Frizz Rosarco Milk Leave-in Conditioning Spray Leave-in conditioning spray with Rosarco milk in the Farewell Frizz collection that targets frizz between washes and adds moisture.
• Superfoods Matcha + Apple Replenishing Superfood Shampoo Replenishing shampoo in the Briogeo Superfoods collection with matcha and apple that cleanses while delivering plant-based nutrients to the hair.
• Superfoods Kale + Apple Replenishing Superfood Conditioner Replenishing conditioner in the Briogeo Superfoods collection with kale and apple that moisturizes hair with plant-based nutrients.
• Superfoods Banana + Coconut Nourishing Shampoo Nourishing shampoo in the Briogeo Superfoods collection with banana and coconut for gentle, moisturizing cleansing.
• Superfoods Banana + Coconut Nourishing Conditioner Nourishing conditioner in the Briogeo Superfoods collection with banana and coconut that hydrates while delivering plant-based nutrients.
• Briogeo Superfoods Mango + Cherry Balancing Shampoo Balancing shampoo in the Briogeo Superfoods collection with mango and cherry, formulated to balance oil and moisture in the hair and scalp.
• Briogeo Superfoods Mango + Cherry Balancing Conditioner Balancing conditioner in the Briogeo Superfoods collection with mango and cherry that complements the balancing shampoo for oil and moisture balance.
• Superfoods Avocado + Kiwi Mega Moisture Mask Deep moisture hair mask in the Briogeo Superfoods collection with avocado and kiwi, delivering an intensive hydrating treatment for dry hair.
• Superfoods Lightweight Hydration Hair Mask (Acai + Passionfruit) Lightweight hydration hair mask in the Briogeo Superfoods collection with acai and passionfruit, designed for daily moisture without heaviness.
• Superfoods Lightweight Hydration Hair Mask, 2 oz (Travel) TSA-approved 2oz travel size of the Briogeo Superfoods lightweight hydration hair mask, offering a portable option for consumers wanting travel-friendly hydration.
• Be Gentle, Be Kind Aloe + Oat Milk Ultra Soothing Shampoo Hypoallergenic shampoo in the Be Gentle, Be Kind collection with aloe and oat milk, formulated without fragrance or essential oils for consumers with sensitive scalps.
• Be Gentle, Be Kind Aloe + Oat Milk Ultra Soothing Conditioner Hypoallergenic conditioner in the Be Gentle, Be Kind collection with aloe and oat milk, formulated without fragrance or essential oils for sensitive-scalp consumers.
• Be Gentle, Be Kind Aloe + Oat Milk Ultra Soothing Detangling Spray Detangling spray in the Be Gentle, Be Kind collection with aloe and oat milk that allows easy comb-through for sensitive scalps.
• Be Gentle, Be Kind Aloe + Oat Milk Ultra Soothing 3-in-1 Cleansing Bar for Hair, Face + Body Multi-purpose 3-in-1 cleansing bar in the Be Gentle, Be Kind collection with aloe and oat milk, usable on hair, face, and body, formulated without fragrance or essential oils.
• Hair Repair Reset Featuring Don't Despair, Repair! Value bundle featuring core Don't Despair, Repair! products packaged together for consumers seeking a comprehensive at-home hair repair regimen.
• Scalp Revival Rosemary Pre-Wash Oil, 1oz (Travel) TSA-approved 1oz travel size of the Scalp Revival Rosemary Pre-Wash Oil, intended for consumers seeking a portable scalp pre-treatment for travel.

Quantifiable outcome

• Hair is up to 2x stronger after three uses of Deep Conditioning Mask
• +4 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Olaplex: Bond repair haircare brand that built a multi-product franchise around patented bond-building chemistry. Directly comparable to Briogeo on prestige positioning, Sephora distribution, and the Don't Despair, Repair! Miracle Mist's bond repair claims.
• Amika: Brooklyn-based, independently owned prestige haircare brand with a playful, inclusive positioning across all hair types. Highly comparable to Briogeo on NYC origin, Sephora distribution, color/design-forward branding, and broad haircare assortment.
• Moroccanoil: Iconic prestige haircare brand famous for its treatment oil and natural-ingredient positioning. Comparable to Briogeo on Sephora distribution, signature hero SKU, and oil-based treatment category overlap with Briogeo's hair oils.
• Ouai: Clean, prestige haircare brand founded by celebrity hairstylist Jen Atkin, sold DTC and at Sephora. Directly comparable to Briogeo on clean formulation philosophy, Sephora retail, founder-led brand narrative, and styling/treatment category overlap.
• Living Proof: Science-led prestige haircare brand sold through Sephora and DTC with patented styling and treatment technologies. Comparable to Briogeo on Sephora distribution, science-meets-clean positioning, and treatment/styling product overlap.
• Mielle Organics: Black-founded natural haircare brand specializing in textured and multicultural hair. Comparable to Briogeo on Black-founded heritage, naturally derived formulations, and textured-hair segment credibility; competes in the same cultural and product niches.
• Innersense Organic Beauty: Certified organic, clean prestige haircare brand sold at Sephora, Ulta, and professional salons. Highly comparable to Briogeo on 6-Free clean formulations, naturally derived ingredient standards, multi-collection assortment, and prestige clean-beauty retail presence.

Broad incumbents

• Pureology: L'Oréal-owned professional clean haircare brand focused on color-treated hair with vegan formulations. Comparable to Briogeo on 'clean' haircare positioning, salon/prestige channel presence, and sulfate-free formulation standards.
• Kérastase: L'Oréal-owned luxury professional haircare brand with premium bond repair, scalp care, and treatment franchises. Comparable to Briogeo as a higher-priced incumbent in the same prestige haircare set carrying bond repair and scalp lines that overlap Briogeo's hero categories.

Emerging players

• Verb: Texas-based indie haircare brand sold at Ulta and DTC with a more accessible price point than Briogeo. Comparable on clean, modern positioning and multi-collection assortment, but positioned at lower price points targeting a younger consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/briogeohair
• Facebookfacebook.com/Briogeo

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Briogeo Hair Care