Briogeo has a new campaign—several users tell the story of their "healthy hair journey."

The campaign is designed to amplify Briogeo's core mission statement. The brand states that the campaign pairs its "clean, natural, and powerful-performance formulas with approachable hair care education" to give consumers the tools and knowledge needed "to achieve a confident connection with their hair."

Nancy Twine, founder and CEO of Briogeo, says, "From the beginning, Briogeo has been rooted in an innovation-first approach to brand marketing. We have always focused on product development and the communication of our clean, proprietary, and truly effective formulas."

Celebrating Inclusive Beauty

In addition to a deep focus on product innovation, Briogeo has always celebrated inclusive beauty. The brand's products are formulated for every hair type and texture.

Twine adds, "We want our diverse client base to feel empowered and confident using our products. I'm inspired by this opportunity to help every client feel connected to our mission as a member of the greater Briogeo community."

The new campaign showcases diverse, authentic, and emotionally impactful stories. Consumers will see the brand's hero launch video, as well as additional unscripted, authentic testimonials streaming on all touch points.

The brand explains: "Each story features a personal healthy hair journey, creating a series that's rooted in building confidence while embracing what makes each person unique. Briogeo has also tapped into its diverse ambassador community to create educational hair tutorials, further enhancing representation throughout their channels."

More Changes

Briogeo has also updated and optimized its ever-growing blog. Content now includes video tutorials, plus educational articles about the top six hair concerns, which the brand identified through its proprietary online hair quiz.

Every purchase from the brand's site now comes with a "Healthy Hair Guide" that features pro tips and tricks from Twine.

Briogeo has also refreshed its website with an updated homepage and new interior pages that bring the campaign to life.

The brand has also redesigned its e-commerce packaging. Campaign images will be brought to life online via visual merchandising within Sephora and Ulta.