Nancy Twine,the entrepreneur who scaled Briogeo before selling the company to The Wella Company, is debuting a new hair-care venture called Soulstice. The launch arrives at a pivotal moment for Twine, who is simultaneously preparing for the birth of her first daughter.
How Briogeo became the first clean hair-care brand at Sephora
The trajectory of Nancy Twine is a study in high-stakes pivots. Before entering the beauty world, Twine spent seven years in commodity sales and trading at Goldman Sachs, a period she describes as learning to "just figure out." This mindset allowed her to transition from finance to the kitchen, where she and her mother, a chemist-physician, developed the formulas that would eventually become Briogeo.
When Nancy Twine launched Briogeo in 2013, the concept of sustainable, naturally-derived hair care was far from mainstream. As reported, Briogeo broke new ground by becoming the first clean hair-care brand to be stocked at Sephora. This move didn't just build a business; it helped define a category of "clean" prestige beauty that has since become a dominant force in the global market, echoing the broader shift toward ingredient transparency that has swept through the beauty industry over the last decade.
Soulstice's $18 to $26 price point and the VitaMega Complex
With her new brand, Soulstice, Nancy Twine is intentionally shifting her strategy toward accessibility. While her previous venture occupied the prestige space, Soulstice aims to bring clinical performance to a more reachable price bracket. According to the report, the five-piece collection features the Moisture Muse shampoo and conditioner at $18, the Base Layer Smoothing and Wavelength Curl creams at $20, and the Buttersilk Restorative Mask at $26.
The technical core of the Soulstice line is a patent-pending VitaMega Complex. This formulation is designed to deliver essential nturients directly to the hair shaft to ensure hydration across all hair types and textures. By combining this high-performance science with a lower entry price, Nancy Twine is positioning Soulstice to capture the "masstige" market—consumers who demand professional results but are increasingly price-conscious.
From Shark round brushes to Victoria Beckham Beauty: Nancy Twine's 12-minute routine
Despite the chaos of launching a company while pregnant, Nancy Twine mainttains a rigid wellness and beauty regimen. Her day begins at 6:15 a.m., followed by a 7 a.m. gym session with a trainer on Mondays, Wednesdays, and Fridays. For her hair, Twine uses the Soulstice Moisture Muse shampoo and the Base Layer Smoothing Cream for frizz control, finishing the look with a Shark round brush that allows her to complete a blowout in just 12 minutes.
Twine's skincare and makeup philosophy is rooted in a "less-is-more" approach. She utilizes Necessaire body wash and Osea body balm and Undaria Algae Body Oil to maintain skin hydration during pregnancy. Her makeup routine is equally streamlined, featuring Sarah Creal’s tinted SPF and crease-proof concealer, Victoria Beckham Beauty’s contour stick, and EADEM’s Le Chouchou lip balm.
Who will distribute Soulstice after the Briogeo-Wella exit?
While the product details and pricing for Soulstice are clear, several strategic questions remain. the report does not specify where Soulstice will be sold; it remains to be seen if Nancy Twine will return to a partnership with Sephora or pursue a direct-to-consumer model to maintain more control over the brand's "soul." Additionally,while the VitaMega Complex is described as patent-pending, the specific ingredients that differentiate it from other clean-beauty complexes are not disclosed.
There is also the question of how the brand will scale. Having already navigated the journey from a kitchen startup to a Wella Company acquisition, Nancy Twine is returning to the "rigor" of entrepreneurship . Whether Soulstice is intended to be another acquisition target or a long-term legacy project remains an open quesion for the industry.
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