10 years in, Briogeo enters the hair-styling category

6 months ago 27

To celebrate its 10th anniversary, natural hair-care company Briogeo is entering a new category in hair: styling products.

The Style and Treat collection, comprised of four products all priced under $30, officially launched at Briogeo’s stylist partners Salon Centric and CosmoProf on Friday. The four-part collection, which includes an air dry cream, wax stick, sculpting cream and styling foam, will roll out to consumers on June 23. Shoppers will be able to purchase the products on Briogeo’s e-commerce site and at Ulta and Sephora.

With the textured hair care market heating up, it’s a strategic move for Briogeo to expand its product assortment. Market research firm Allied Market Research predicts the curly hair-care market will grow to be worth $15.65 billion by 2031. So far this year, hair-care brands like Pattern Beauty and Kiss Colors & Care have released styling products specifically targeting textured hair.

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