6 lessons in how to build a million-dollar beauty brand, according to someone who has done it
Briogeo founder Nancy Twine shares her expert advice.
Briogeo founder Nancy Twine. Image credit: courtesy of Briogeo
“From day one, I knew I wanted Briogeo to be about way more than just me…
“…I knew I wanted Briogeo to be about way more than just me—I wanted Briogeo to be about everyone. Right from the beginning, I created Briogeo to be a clean, natural brand that offers solutions for every hair type, hair texture, hair need, ethnicity, background, and person,” Briogeo’s founder Nancy Twine shared with Vogue over email of her vision for her groundbreaking haircare brand (which arrived on our shores at Mecca in November 2020).
Twine’s inclusive clean beauty vision along with a family legacy passed down from her grandmother to her mum of making natural beauty products at home—“my mom [sic] and I would make homemade beauty products in our kitchen with ingredients from our local health food store, which was something she learned from her own mom”—inspired her plant-powered, non-toxic hair range, Briogeo.
Since launching in 2014, Briogeo has emerged as one of the leading brands in the fast growing clean beauty space not only on account of its clean beauty credentials—the brand calls it a “6-free clean methodology” which translates to products that are “free” of harsh sulfates, silicones, parabens, phthalates, DEA (diethanolamine) and synthetic colour—but also because it caters to all hair textures from wavy to thin to coiled and everything in between. “Growing up, I struggled with my hair because the products on the market were just not right for my hair texture,” Twine told Vogue.