Haircare disrupter Briogeo launches at Selfridges

As New York-founded haircare label Briogeo continues to break into the European market, Selfridges is the latest to get its hands on the texture-focused brand.

With the help of Discovered Brands, Briogeo is already stocked in beauty retailers including Sephora, Cult Beauty and Space NK. After garnering a mass UK following, Briogeo is expanding with new stockist Selfridges.

The brand gets its name from "Brio" - the Italian word for "vibrant and full of life", and "Geo" – the Latin word meaning "of Earth and nature". The two words come together to represent its hometown of bustling NYC and the clean and pure ingredients used to make each product, which are all at least 90% naturally derived.

Briogeo is renowned for its texture-specific products. From repair, to volume-boosting, to curl care, their range of products means there’s something for everyone. What’s more, the brand uses recycled and recyclable packaging, from its bottles to boxes. The formulas are free from sulphates, parabens, phthalates, silicones, DEA and synthetic colour, otherwise known as the brand’s ‘6-free hair care’.

Selfridges is now stocking some of the brand's bestselling products online and in-store, including 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 strong relationship with Selfridges and know the Selfridges customer is looking for that premium, high quality, niche product that knows its place in the market.

"We want to give the customers who are already educated in premium hair the opportunity to access clean, high-performance products with naturally derived ingredients, and so felt Briogeo would be a perfect fit."