The Wella Co. is taking its most recently acquired brand to familiar territory.
Briogeo, which Wella acquired last yr for an undisclosed sum, goes to the skilled channel in a 600-door partnership with Salon Centric, the distribution platform for licensed salon professionals, launching Aug. 1.
Though the skilled side of the business is familiar to Wella, where it also sells Nioxin, Sebastian Skilled and the remaining of its Wella Professionals portfolio, it marks an inflection point for Briogeo, said founder and chief executive officer Nancy Twine.
“We had been an exclusive partner with Sephora for about eight years before going into Ulta in 2021, after which since we’ve had our acquisition,” Twine said. “Wella had this core competency in salon, which was something...
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