Nancy Twine has become one of the most celebrated female entrepreneurs in the U.S as the founder of Briogeo, a hair products manufacturer that focuses on producing healthy and she has achieved all that in just four years. So why is she winning and what is her business secret?
Joining the list of some of the most successful women in America is an incredible feat that Twine has achieved. Although she is African-American, she sought to develop hair products that address the hair needs of all women, not based on the color of their skin but by their skin texture. It also helps that she has a strong business background having worked at Goldman Sachs for seven years.
Focus on customer and quality
Briogeo’s shampoo is significantly higher priced than rival products in the market. However, the company generates an impressive $10 million in revenue annually, which means that the products are in high demand. One of the secrets for this success is that Twine’s products do not contain silicones which have a reputation for drying hair and they also do not contain sulfates thus eliminating hair irritation. The hair products also do not contain phthalates which have been linked to toxicity when in high concentrations. Her products also avoid artificial dyes and DEA which are known to irritate the skin.
Her products focus on the use of clean or healthy natural raw materials that are not harmful to the user, thus the focus on caring for the customer. The clean hair product segment is Briogeo’s niche market. The next key focus area was making sure that they made products for different hair types. For example, some of Briogeo’s product are best suited for curly hair, some are ideal for thin hair, and some or wavy hair.
The process of sourcing the raw materials also vital for business success. Twine deals with the producers of her raw materials directly to eliminate middlemen and cut costs without compromising the product quality.
Product accessibility
Many of the customers who buy Briogeo’s products want healthy products that will not cause other problems moving forward. They might be steeper priced than similar rival products in the budget segment but they are also more affordable than similar rival products in the high-end segment.
Achieving the right price point was also important so that Briogeo could convince retailers that her product is worthy of being on the top shelf. Some of the outlets that stock the company’s products include retailers such as Bluemercury, Sephora, Fred Segal and many others. They are also available at many salon chains in the U.S.
Accessibility also goes hand in hand with variety. Briogeo’s product line has also expanded significantly within the four years that the company has been in operating. They currently have shampoos, hair food product, scalp revival products and defining creams among others.
Creating employment and inspiring a generation
Briogeo has not only benefited its founder financially but it also allows her to live out her dream of helping other women like her by creating employment. Her focus on healthier alternatives for hair products has also been beneficial to many women who needed safer and better products for their hair.
