Nancy Twine Launches Soulstice, Her First Haircare Brand Since Selling Briogeo
Briogeo founder Nancy Twine returns with Soulstice, a five-product hydration-focused haircare line priced at masstige and launched self-funded, direct to consumer, with nothing over $26.
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The takeaway
- Soulstice launches with five products, available at soulstice.com starting at $18, with the Buttersilk Restorative Mask as the highest price point at $26.
- All products are sulfate-, silicone-, and cruelty-free and contain the patent-pending VitaMega Complex of Kakadu plum, inositol, and sacha inchi.
- Twine sold Briogeo to Wella Company in 2022 and is self-funding Soulstice, launching direct to consumer with plans that may include curated accessories.
Nancy Twine, who sold Briogeo to Wella Company in 2022, is launching her second haircare brand this month. Soulstice debuts with five products, all priced under $30, sold direct to consumer at soulstice.com starting at $18.
Twine founded Briogeo in 2013 after leaving a career in finance. The brand, built on naturally derived formulas for all hair types, drew inspiration from her mother's work as a physician and chemist. After the Wella sale, Twine stepped back from management to invest in emerging and underrepresented beauty brands. Her Dream Makers Founders Grant, totaling $1 million distributed over four years, partners with the Fifteen Percent Pledge to support fellow founders.
Soulstice marks her return to founding. The name references the summer solstice, the point when the sun reaches its highest position, and anchors the brand's ethos of "haircare for your highest self."
"We created the collection with a hydration-forward approach and formulas designed to support a wide range of hair types, textures, and needs," Twine told Bazaar. "For me, it was important to create products that feel elevated and special, but are also approachable and easy to integrate into your existing routine."
The inaugural line consists of five core products: the Moisture Muse Moisturizing Shampoo and Conditioner, the weekly intensive Buttersilk Restorative Mask, the frizz-reducing Base Layer Smoothing Cream, and the nourishing Wavelength Curl Defining Cream. Every product is sulfate-free, silicone-free, and cruelty-free, and features the proprietary VitaMega Complex — a patent-pending blend of Kakadu plum, inositol, and sacha inchi designed to deliver smoother, softer hair over time. Twine positions the line as a complete "hair wardrobe," covering curl and coil definition, heat protection, and moisture retention.
The model differs from Briogeo in structure and price. Twine is self-funding Soulstice and launching direct to consumer rather than through retail. Where Briogeo value sizes can reach $140, Soulstice's highest price point is $26, for the Buttersilk Restorative Mask.
"Both brands come from my belief that hair care should pair thoughtful formulation with an elevated experience, but Soulstice is a reflection of where I am today as a founder and consumer," says Twine. "I'm self-funding the business, we're launching direct to consumer, and I'm being very intentional about how and when we scale."
"We created Soulstice at an elevated masstige price point, which was important to me because I wanted great formulas and a beautiful experience to feel accessible to more people," she adds.
The tighter assortment is deliberate. Twine acknowledges that today's beauty market differs from the one Briogeo entered in 2013, and she is already developing the company's next chapters, which may include curated accessories.
For an industry watching whether founder-led brands can succeed twice, Twine's self-funded, DTC, under-$30 playbook offers a pointed alternative to the venture-backed launches that dominate the category.
Source: Harper's Bazaar Beauty; Source: click.linksynergy.com
Rebecca Stone
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Market editor covering media and advertising at Eurasian Beauty Journal.
