Nancy Twine Launches Affordable Hair Care Brand Soulstice After Briogeo Success

Nancy Twine is back in the beauty game, launching Soulstice, a new hair-care brand that emphasizes high-performance products at wallet-friendly prices. This venture comes nearly four years after her previous brand, Briogeo, was acquired by Wella Company. Twine's passion for hair care and the startup environment has drawn her back into entrepreneurship.

Reflecting on her journey, Twine shared, "I learned so much during my journey with Briogeo. I made so many mistakes, both personally and professionally, and it’s actually really thrilling to get a chance to do something a second time around, taking all those learnings." Her first brand, founded in 2013 after a finance career, was built on the concept of clean, plant-based hair care tailored for various hair textures. By 2021, Briogeo was reportedly generating over $100 million in revenue.

This time, Twine aims to incorporate lessons from her past, particularly the importance of self-care. She recognized that pouring too much of herself into her business led to burnout. "I felt like I was running on a treadmill, like I wasn’t getting from A to B," she admitted. Prioritizing her well-being has transformed her approach to leadership and creativity.

With Soulstice, Twine envisions hair care as a restorative ritual. The brand name, inspired by the summer solstice, reflects a commitment to turning hair care into a mindful practice, free from distractions. Twine emphasizes that the emotional connection with consumers is as crucial as the product formulations themselves.

Pricing is a significant focus for Soulstice, with most products priced at $20 or less, including the Moisture Muse Shampoo and Conditioner. Twine's strategy involves eliminating unnecessary packaging and ingredients that do not enhance product performance. The brand also features a proprietary ingredient, VitaMega Complex, which Twine describes as a "superpowered multivitamin for your hair and scalp," found in every product.

While Soulstice will initially operate on a direct-to-consumer model, Twine is eyeing opportunities in the masstige market, which sits between mass-market and luxury products. She believes there is a gap in this segment, stating, "When you walk the masstige hair aisles, it’s pretty sleepy." Her goal is to offer products that not only compete with but potentially outperform luxury options at a more accessible price point.

As Twine embarks on this new chapter with Soulstice, she aims to redefine hair care by balancing performance, affordability, and self-care. With her proven track record, it remains to be seen how she will innovate in this evolving beauty landscape.

Source: fashionista.com