“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.
“I have teamed
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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