2016 Cosmoprof North America

BRIOGEO HAIR CARE FRESHENS UP WITH UPDATED AESTHETIC AND NEW PRODUCT LAUNCHES

Green Indie Beauty Brand Finds Its New York Roots In Rebranding; Launches Two Highly-Anticipated Line Extensions

New York, NY (March 2016) – On the heels of the brand’s third anniversary, Briogeo Hair Care (pronounced bree-oh-jhee-oh]), the much buzzed-about green, indie beauty brand, is proud to announce the rollout of a completely revamped aesthetic and two highly anticipated product launches, available at Sephora beginning May 2016.

Drawing on Briogeo’s urban roots, founder and native New Yorker, Nancy Twine, plans to draw inspiration from Manhattan’s vibrant culture to bring the brand to life visually, and revitalize its core values, which reflect an appreciation for individuality, positivity, and transparency.

Briogeo’s new aesthetic will adhere to the “less is more” philosophy. The minimalist, sleek white packing offers a nod to the brand’s transparent formulas, laced with pure, plant-based ingredients, while striking pops of collection-defining artwork, inspired by New York’s effervescent art scene, deliver a visually-dynamic, sensorial experience for the consumer.

“We’re the girl down the street not on the red carpet,” Twine explains. “We know that what brings every city to life are the unique and diverse people that call it home.”

Briogeo aims to embrace this diversity, offering individuals a bespoke hair care regimen catering to the subtle nuances that make each customer unique. The brand’s texture-specific product lines take the guesswork out of mixing and matching formulas to find a custom regime. With every shampoo, conditioner, treatment and styling product, Briogeo helps consumers formulate the perfect concoction to perfectly define, de-frizz and nurture as needed.

Briogeo's two latest additions will expand on the brand’s Curl Charisma and Don’t Despair, Repair collections respectively:

• Curl Charisma™ Rice Amino + Quinoa Frizz Control Gel: A finishing leave-in gel that fends off frizz all day, while enhancing the form, definition and hydration of curls. Fortified with frizz-deterring rice amino acids, nourishing avocado oil and mollis leaf and tomato fruit extracts to help ensure consistent curl formation.

• Don’t Despair, Repair™ Gel-To-Oil Overnight Repair Treatment: A nutrient-rich hair treatment gel that melts into an oil to release a reparative blend of natural oils, vitamins and antioxidants (NOVA Complex) to strengthen, restore moisture, and repair damage overnight. The initial gel format encapsulates the ingredient complex to prevent oxidation, thereby exposing hair to fresh nutrients in their most potent state (Sephora exclusive).

Since its 2014 launch, Briogeo has established itself as an authority in the natural hair care space, continuously delivering smart, plant-based formulas that strike the perfect hybrid of nature meets science. The brand’s proprietary “NOVA Approach” relies on a professionally cocktailed blend of potent Natural Oils, Vitamins, and Antioxidants to address immediate concerns and build the foundation for long-term healthy, nourished, and beautiful hair. 

All of Briogeo’s formulas contain performance-based, natural ingredients and are free of SLS, parabens, sulfates, phthalates, silicones and artificially coloring and fragrance. Products are packaged in the brand’s award-winning, eco-chic bottles, made with 25 percent post-recycled plastic.

Briogeo’s full range of products, including curl-specific, volumizing, repair and styling products, will also be retailed on Sephora.com beginning May 2016.

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