January 15, 2019 at 06:59AM by CWC
It’s happening: Clean hair-care brand Briogeo is segueing into the wellness category in an effort to bring a more comprehensive selection of non-toxic goodies to your beauty arsenal. Known already for their game-changing shampoos, conditioners, and hairstyling treatments that are concocted using only good-for-you ingredients, the brand is now offering an organic, multi-functional carrier and essential oil to round out your regimen.
B. Well, Briogeo’s new line, launches today at Sephora and on Briogeo’s website with two products—a castor oil ($26) and an Australian tea tree oil ($32). Both are meant to be used all over: for your skin, your hair, and your body. “Briogeo has always been an ingredient-conscious brand and has aimed to create clean and highly effective products—it’s really a lifestyle story that we’ve been telling, but through the lens of hair care,” says Nancy Twine, the brand’s founder and CEO. “We know personal care and wellness is a lot more than just hair care, so the idea of creating B. Well was to allow us to really take our ingredient methodology and apply to other really important wellness products.”
“We know personal care and wellness is a lot more than just hair care, so the idea of creating B. Well was to allow us to really take our ingredient methodology and apply to other really important wellness products.” —Nancy Twine
And with that, she came up with two cold-pressed oils that allow her to “tip toe” into the category—and Twine was really specific about the ingredients she chose. “Castor and tea tree oil are what I like to consider beauty cabinet essentials,” she tells me. “I’ve always had them in my arsenal. What I love about them is that they’re truly hair and skin multitaskers. Castor has been around since the days of Cleopatra—it’s so rich in fatty acids and nutrients.” She likes to use castor around her hair line (which gets dry easily) and as a booster in her skin-care and body regimen.
Tea tree, on the other hand, is noteworthy for its antimicrobial properties. “It’s another versatile oil—I love to use it as a booster in my shampoo just to keep flakiness or dandruff at bay, especially during winter when the air is drier,” says Twine. “I also have very sensitive skin, but I do get hormonal blemishes and tea tree works wonders for treating them as a natural remedy. I also use it for any sort of minor abrasion as a disinfectant.”
B. Well’s oils aren’t your typical run-of-the-mill options you’ll see on, say, Amazon, however—hers are specially formulated and sourced. “We partnered with a farm that partners with Fair for Life, which pays above standard wages and ensures clean and safe working conditions,” says Twine. “Not only that but they invest 10 percent of the proceeds back into local communities. Our sourcing methods ultimately are best for your hair and skin but also for the communities that are producing the oils.”
And that’s not all—B. Well’s planning on expansion (of course) with more wellness essentials in the works. Think ingestibles and more body and skin products. “It’s really about taking time out for yourself. Wellness in a nutshell is investing in yourself and being cognizant of what you’re using and how you’re using it,” says Twine. Preach.