How Nancy Twine Built Briogeo – WWD

Nancy Twine launched Briogeo in 2013, when clean ingredients, the importance of hair health and prestigious hair catalog not really things that anyone in beauty, beauty talked about.

“It was around the time of the sampling box industry, the explosion of beauty, beauty YouTube influencers and beauty brands are just starting to create Instagram accounts,” Twine said during a presentation at the WWD Beauty CEO Summit.

Twine worked in finance before founding the brand, selling goods to Goldman Sachs, she said. But when her mother passed away in 2010, she rethinked her career path and decided she wanted to do something she was passionate about.

When Twine was little, she and her mother would make their own beauty products in the kitchen, she said.

“My mother is a doctor and a chemist so she understands the nuances and subtleties of emulsifying oil and water and doing so in the right order and at the right temperature,” says Twine. “From an early age, I learned that powerful products could be created using clean, natural ingredients, combining science with fearless imagination.”

Twine’s own experience with hair Shopping for care isn’t so great – she’s found that some products that work for her hair texture are often sold in poorly lit areas, while others have a wide selection of well-displayed options. , she noted.

She put the pieces together believing that hair care was ready for a change, and Briogeo was born. “This category is lacking in clean, natural, effective formulas,” she said. “This category has been too immersed and too isolated for a long time.”

Her mission, with Briogeo, is to empower her clients to go their own way towards hair health, she says. “Increasing customer empowerment is the driving force behind the Briogeo brand,” said Twine. The product has avocado oil, kale, matcha and other natural ingredients. She started the company with her nesting egg from working in the financial sector, quickly turning a profit and using bank debt until 2019, when she signed on VMG as an investor.

Now, she says, Briogeo is one of the fastest-growing prestigious hair care brands.

Over the past few years, during the COVID-19 pandemic, Twine says business has been impacted by a shift in consumer behavior and the rise of the social justice movement, which has opened up opportunities to opportunity for her, as the founder of Black Beauty, to tell her story in a way she’s never done before. In the early days of the company, she showed herself packing boxes and openly talked about losing her mother.

“I know that as a Black founder and entrepreneur, I am indebted to the community of so many other Black entrepreneurs who wanted to amplify my story in its raw form,” said Twine. So she shared those stories with the press and on the How I Build This podcast.

At the same time, she transforms around the business making sure to capture the changing beauty consumers. Her priority shifts to online, where Briogeo focuses on customer service and consulting. Content production has also changed, and what was previously produced in the studio is now done by brand ambassadors, Twine says, that also performs better.

“Customers are drawn to products that make them feel good and contribute to their overall health,” says Twine. “We see clients invest in scalp and hair treatments at an unprecedented rate.”

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