The founder’s latest haircare brand, Soulstice, is created with self-care in mind
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You may already be a fan of Briogeo , the juggernaut haircare brand founded by beauty entrepreneur Nancy Twine in 2013 after departing from a longtime career in finance. Known for its naturally derived, efficacious formulas, Briogeo was created with all hair types in mind and inspired by her mother’s work as a physician and chemist.
Twine ultimately sold the business to Wella Company in 2022, stepping back from management to invest in emerging and underrepresented beauty brands instead. Her Dream Makers Founders Grant , which totals $1 million distributed to recipients over the course of four years, was created to do just that, partnering with the Fifteen Percent Pledge to foster an ecosystem where fellow founders can thrive and grow their companies.
While mentorship is a clear strength of Twine’s, another undeniable superpower she has is the ability to craft a successful, buzzworthy beauty brand end to end. It’s been over a decade since Twine has flexed her own entrepreneurial muscle, but this month, she’s returning to form with the launch of Soulstice , her newest haircare brand. The name Soulstice is inspired by the summer solstice, the time of year when the sun reaches its highest point. It’s also the foundation for the brand’s ethos of haircare for your highest self, treating the ritual of hair maintenance as a form of self-care.
“We created the collection with a hydration-forward approach and formulas designed to support a wide range of hair types, textures, and needs,” the founder tells 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 that prioritize hair hydration: the moisture-rich 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 . Each product is formulated to be sulfate-, silicone-, and cruelty-free, and features Soulstice’s proprietary VitaMega Complex, a patent-pending blend of Kakadu plum, inositol, and sacha inchi that encourages smoother, softer hair over time. Her intention is for the line to feel like a complete hair wardrobe, with a range of products that support a variety of care needs, including curl and coil definition, heat protection, and moisture retention.
Soulstice and Briogeo each stem from Twine’s idea of pairing thoughtful formulation with an elevated haircare experience, though she acknowledges that today’s beauty landscape is slightly different now than when Briogeo launched in 2013. Soulstice’s more focused product assortment is by design, though Twine is already at work on the company’s next chapters, which may include curated accessories.
“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.” Another key differentiator between the two brands is price. Unlike Briogeo staples that can ladder up to $140 for v…