Briogeo Founder Launches New Haircare Brand

Second-time founder and beauty entrepreneur Nancy Twine is returning to haircare with Soulstice, a new elevated brand created to make high-performance formulas and intentional self-care more accessible. 

Following the nine-figure sale of her first haircare company in 2022, Briogeo, to The Wella Company, Twine returns to the category with more than a decade of experience and a clear ambition to build another global brand.

At its core, Soulstice is haircare for your highest self, grounded in the belief that haircare is not only about how your hair looks, but how you show up for yourself, consistently and with intention.

The brand comes in simple packaging in pale yellow and shades inspired by the summer solstice. 

Nancy Twine, Founder and CEO of Soulstice, commented:

“Building Soulstice is deeply personal. I’m taking everything I’ve learned from more than a decade in haircare and applying it with a sharper sense of purpose. I saw an opportunity to create something that felt genuinely missing: clinically tested, elevated haircare at a price that makes that experience more accessible. Soulstice is rooted in performance, but also in the belief that the routines we return to every day can become meaningful rituals of care.”

Inspired by the summer solstice, the moment when the sun reaches its highest point, Soulstice reflects growth, light, and a return to self. 

Soulstice approaches everyday haircare as an opportunity for ritual, creating products that pair meaningful performance with moments of intentional care. 

Rooted in hydration and created for all hair types and textures, every formula is powered by VitaMega Complex, Soulstice’s proprietary, patent-pending blend of Kakadu plum, inositol, and sacha inchi, developed to support healthier-looking, more hydrated hair.

The seven-product launch collection spans foundational care, intensive treatment, and styling. Moisture Muse Shampoo and Conditioner cleanse and replenish moisture for softer, more manageable hair, while Moisture Muse Leave-In Conditioning Spray delivers lightweight hydration and detangling. 

Buttersilk Restorative Mask provides intensive care for dry, damaged, and overprocessed hair. 

Wavelength Curl Defining Cream enhances definition and hydration for waves, curls, and coils, while Base Layer Smoothing Cream helps control frizz and protect against heat. 

This time around, Twine is taking an intentional approach to ownership, distribution, and growth. 

Soulstice is entirely self-funded and will remain direct-to-consumer during its first year, allowing the company to build a close relationship with its community before expanding into retail.