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Briogeo Launches First Influencer Collaboration

The haircare brand has tapped KathleenLights for its first influencer collaboration.

Haircare brand Briogeo has launched its newest addition to its B.Well wellness-focused product line in collaboration with Kathleen Fuentes, otherwise known as KathleenLights on YouTube.

“This collaboration will bring more awareness to B. Well,” says Nancy Twine, founder and chief executive officer, Briogeo. “[Customers] are excited by launches that are less predictable, but still important for their beauty routine. Hair, to me, is just like skincare, in that it is also a wellness category.”

The B.Well collection launched in January 2019 with two products and has since expanded to five products. Along with a biotin supplement, natural deodorant and more, Briogeo’s latest launch is a set of aromatherapy rollerballs designed by Fuentes.

This marks Fuentes’ first collaboration in the haircare and wellness space. She has previously worked with brands such as ColourPop, Ophra and Morphe and owns a nail polish line, Lights Lacquer, along with a merchandise shop called Lights Label.

“I have teamed up with Briogeo to create this essential oil kit that is now a part of their B.Well line for a limited time,” says Fuentes. “I am so beyond excited for you guys to feel the magic! I hope you enjoy!”

To support the collaboration, Briogeo created a master video with Fuentes that it will break up into 15 short-form videos for its social media platforms. Fuentes will also promote the collaboration with an in-person Sephora appearance at the Aventura Mall in Aventura, Fla., on Jan. 11.

The collaboration is now available at Sephora as well as online at Sephora.com.

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