Entreprenuer Nancy Twine is on to her next brainchild.
As AFROTECH™ previously reported, the board member and investor is the founder of Briogeo Hair Care and went on to scale the natural haircare brand to a $100 million venture. It was later acquired by Wella Co. in 2022, and she stepped down as CEO in 2025.
Soulstice
Twine is now returning to the sector, but this time as the founder of Soulstice, a science-backed haircare brand launching Sept. 1, WWD reports. The idea came to Twine during the COVID-19 pandemic, years after Briogeo’s inception, but she put it on the back burner when one of her investors advised her to focus on Briogeo. She revisited the idea nearly a year and a half ago, she recalled in an interview with the outlet.
“With Briogeo, I went through every stage of the journey — from launching, to scaling, to selling to staying on after selling,” she told WWD. “The point that inspired me the most, where I was in flow state doing what I was meant to do, was the early stages of building. That is where my heart is. I lost both of my parents early and I have this innate perspective on time and maximizing your time. For me the best thing I can do with my time is do what I really love to do.”
Soulstice will debut with the following products:
- Moisture Muse Shampoo
- Moisture Muse Conditioner
- Buttersilk Restorative Mask
- Wavelength Curl Defining Cream
- Base Layer Smoothing Cream
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Each product is made with VitaMega Complex, which includes Kakadu plum, inositol, and sacha inchi to help combat the effects of UV exposure, pollution, heat styling, and biological and hormonal shifts, per WWD.
Customers can expect to spend an average of $20 per product.
“The data says the majority of hair care consumers purchase in mass and masstige, but when you look at the aisle, it feels so dated,” Twine explained, according to WWD. “It’s still dominated by a lot of legacy brands that have great products, but the brand experience doesn’t match what current consumers are looking for.”
Twine is taking a different approach to Soulstice than she did with Briogeo, including not prioritizing an early retail launch or securing outside capital. The venture is bootstrapped with a personal commitment that started at a “few million dollars.”
“AI has created a lot of operational efficiencies, so you may not need the same level of team you would otherwise,” Twine explained.
“I want to be as lean as possible and direct my funding towards the areas that are going to drive the business forward,” she added.
Still, when she does build out her team she notes it will be “the best of the best” and she wants to take her time to get it right.
