Four years after selling pioneering “skinification of hair” brand Briogeo to The Wella Company, Nancy Twine is back to creating clean-beauty hair care.
Twine, who founded Briogeo in 2013 and helped grow it into a nine-figure business before its acquisition in 2022, has unveiled Soulstice, a new line positioned around clinically tested formulas and accessible pricing.
The brand is self-funded and will remain direct-to-consumer during its first year before pursuing broader distribution. It’s a strategy growing in popularity as beauty entrepreneurs are shifting focus from rapid scale to long-term profitability, customer loyalty, and disciplined expansion.
The company says Soulstice was born from Twine’s observation that prestige haircare prices have continued to climb, creating an opportunity for more affordable products that deliver premium positioning and clinically tested performance.
The line contains hydration-focused products for all hair types and textures, ranging from $18-$26. All contain the brand’s proprietary, patent-pending VitaMega Complex, formulated with Kakadu plum, inositol, and sacha inchi.
The line launched with:
- Moisture Muse Moisturizing Shampoo and Conditioner;
- Buttersilk Restorative Mask;
- Wavelength Curl Defining Cream; and
- Base Layer Smoothing Cream.