Haircare disrupter Briogeo launches at Selfridges - Indoors Beauty

Haircare disrupter Briogeo launches at Selfridges

Haircare disrupter Briogeo launches at Selfridges

As New York-founded haircare label Briogeo continues to interrupt into the European market, Selfridges is the most recent to get its arms on the texture-focused model.

With the assistance of Discovered Brands, Briogeo is already stocked in magnificence retailers together with Boots, Superdrug, Space NK, Beautybay, Cult Beauty and Amazon. After garnering a mass UK following, Briogeo is increasing with new stockist Selfridges.

The model will get its identify from “Brio” – the Italian phrase for “vibrant and lively”, and “Geo” – the Latin phrase that means “of Earth and nature”. The two phrases come collectively to characterize its hometown of bustling NYC and the clear and pure elements used to make every product, that are all at least 90% naturally derived.

Briogeo is famend for its texture-specific merchandise. From restore, to volume-boosting, to curve care, their vary of merchandise means there’s one thing for everybody. What’s extra, the model makes use of recycled and recyclable packaging, from its bottles to containers. The formulation are free from sulphates, parabens, phthalates, silicones, DEA and artificial color, in any other case referred to as the model’s ‘6-free hair care’.

Selfridges is now stocking among the model’s bestselling merchandise on-line and in-store, together with the Superfoods Avocado & Kiwi Mega Moisture Hair Mask, Scalp Revival Micro-Exfoliating Shampoo, and Don’t Despair, Repair! Deep Conditioning Mask.

Romi Dasani, Commercial Director & Head of Brands at Discovered Brands, commented: “We have a powerful relationship with Selfridges and know the Selfridges buyer is in search of that premium, top quality, area of interest product that is aware of its place available in the market.

“We wish to give the purchasers who’re already educated in premium hair the chance to entry clear, high-performance merchandise with naturally derived elements, and so felt Briogeo could be an ideal match.”

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