Briogeo

Since day one, Briogeo has been committed to rewriting the rules of haircare. Long before clean was an overcrowded category, they were reinventing it—crafting naturally derived formulas that perform precisely how they promise. Built on the belief that transformative haircare starts with what you don't put in it, Briogeo proves with every product that high integrity and high performance can co-exist.

I first joined the team to provide fractional copywriting support, but went on to define messaging strategies and craft copy executions for 10+ campaigns. Most recently, I led tone of voice strategy, development, and implementation during the brand’s 2026 refresh.

SINGLE COMPELLING THOUGHT

8 in 10 women use the terms "natural beauty beauty" and "clean beauty" synonymously even though they mean very different things. How can we craft an ownable verbal strategy that educates consumers and reinforces Briogeo's authority in both of these spaces?

DELIVERABLES

• Editorial Direction • Campaign Concepting & Messaging Strategy • Campaign Rollout • Tone of Voice Development • Verbal Strategy Implementation

brand refresh 2026

Testimonial

“Libby is an exceptional creative partner and wordsmith. She excels at translating complex strategic direction and feedback into copy that is clear, emotional, and connected to commercial outcomes.”

Rie Maiden, Fractional Head of Brand & Consumer Engagement at Briogeo

SCALP REVIVAL™ REPROMOTE + DANDRUFF RELIEF SHAMPOO & CONDITIONER LAUNCH

DON’T DESPAIR, REPAIR!™ VANILLA CAKE SHAMPOO & CONDITIONER

STYLE + TREAT™ LAUNCH

In 2024, Briogeo pursued an entirely new category with the launch of its Style + Treat™ collection, a curation of performance-forward stylers that nourish hair while holding its style. To accelerate visibility of Sleek Stick, we thoughtfully crafted stories and content around the then-viral slicked-back bun trend and beat our 30-day forecast by 72%.