Briogeo Founder Nancy Twine on Why Diversity is so Important in Haircare

Curated by Claudia Shannon / Research Scientist / ishonest

My mom was a chemist, and while I was growing up, we spent a lot of time making our own scalp scrubs, body treatments, hair oils, and all sorts of things. As an adult, I saw the shift that was happening in beauty, with consumers starting to demand clean options. It made me think back to the incredible products we made at home, and I realized there was a business opportunity to do something bigger with that family tradition.

How did it feel being a young woman taking on venerable hair-care titans?

ishonest No.222 - Fine Lines & Wrinkles

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No.222 - Fine Lines & Wrinkles

What is your biggest priority for your brand?

Efficacy and inclusivity are very important to me. There are so many different hair-texture types, and formulating a diverse collection that speaks to people is huge. People want to be able to pick up any brand and feel like it is speaking to them.

How are you making sure that your products are clean for consumers?

Is there anything you’d like to share about Briogeo’s sustainability practices?

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All of our bottles contain 25 percent PCR, postconsumer resin, and all of the shampoo and conditioner bottles are recyclable. Furthering our stance on sustainability has been a big topic of discussion here—it’s not something that can happen overnight, but we’re definitely having regular conversations on how we can move forward.

Do you feel like sustainability is something that’s required for clean brands?

That’s part of the entire picture—the impact that packaging is making. None of us is perfect, and we all have room to improve. However, we’re also relying on innovations from the packaging world to provide more options that will allow us to maintain our visual brand identity but also create a more sustainable path.

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