Wait — hold up! Now I’ve got yet another excuse to fill my Ulta cart, because now they carry Briogeo hair products at Ulta.
A couple of their products are pretty well known, like their Be Gentle, Be Kind Avocado + Kiwi Mega Moisture Superfood Masks and Don’t Despair, Repair! Deep Conditioning Masks. Both won Allure Best of Beauty and Reader’s Choice Awards in 2020.
But the brand is probably BEST known for their haircare products for curly, wavy and textured hair; mind you, they do have products for all different types of hair.
They’re considered a “clean line” (air quotes, because there really isn’t a standardized definition for what “clean” means in the beauty industry), because everything’s vegan, cruelty-free, gluten-free, and they omit sulfates, silicones, parabens, artificial dyes, DEA, and phthalates. That’s good. Instead, they incorporate what they call the NOVA complex, which is a proprietary blend of natural oils, vitamins and antioxidants.
The founder, Nancy Twine, used to work in finance, and she started the company after tragically losing her mom in a car accident.
“That profound loss changed my world, and also inspired me to begin a soul-searching journey to find new meaning and purpose in my own life and create a meaningful career rooted in inspiration.