Nancy Twine, the entrepreneur behind the $100 million natural haircare brand Briogeo, is launching a new venture named Soulstice, set to debut on September 1, 2026. After Briogeo’s acquisition by Wella Co. in 2022 and her stepping down as CEO in 2025, Twine reengaged with a new haircare concept inspired by ideas she first had during the COVID-19 pandemic. She decided to revisit this project about a year and a half ago, motivated by a love for the early stages of building a brand and a personal perspective on maximizing time, influenced by the early loss of her parents.

Soulstice is positioned as a science-backed haircare line featuring products infused with a VitaMega Complex, which combines ingredients like Kakadu plum, inositol, and sacha inchi to protect hair from environmental and hormonal damage. The initial offering includes a Moisture Muse Shampoo, Moisture Muse Conditioner, Buttersilk Restorative Mask, Wavelength Curl Defining Cream, and Base Layer Smoothing Cream. These products are priced around $20 each, targeting consumers who want modern formulations and brand experiences beyond the traditional haircare market dominated by long-standing legacy brands.

In contrast to her approach with Briogeo, Twine is opting not to prioritize an early retail launch or seek outside funding for Soulstice. Instead, she is bootstrapping the venture with a personal investment starting in the “few million-dollar” range, leveraging AI to increase operational efficiency and maintain a lean team. Twine intends to focus funding on critical growth areas and take her time carefully assembling a top-tier team when the time is right, aiming for sustainable and deliberate expansion.

Twine’s strategy with Soulstice reflects an evolution in her entrepreneurial journey—shifting from scaling a brand rapidly with external investors to embracing a more hands-on, efficient, and measured approach to brand building. This move underscores her commitment to innovation in the haircare space, emphasizing product performance, consumer experience, and operational precision, while responding to market demands for fresh, scientifically formulated options within the haircare industry.