Nancy Twine Launches New Hair Care Brand Soulstice

Nancy Twine, the entrepreneur behind Briogeo, is re-entering the hair care market with a new venture. Soulstice is set to debut on Sept. 1, positioned as a masstige brand with a premium feel.

Twine, who built Briogeo into a $100 million business before selling it, is known for helping popularize the "skinification" of hair care. Her new line carries the tagline "where science meets soul," aiming to combine sensory experience, scientific formulation, and accessible pricing.

She sees an opportunity in the middle of the market. "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 said in an interview. "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."

Citing Circana research, Twine noted that 94 percent of prestige beauty consumers also purchase mass products, while 35 percent of mass consumers shop prestige. She believes shoppers are increasingly moving between tiers, seeking prestige-level results at lower price points.