Nancy Twine Is Back With a New Haircare Brand

Nancy Twine isn’t done with haircare just yet. Four years after Briogeo’s nine-figure sale to The Wella Company, its founder is starting again with Soulstice — a new, entirely self-funded brand that has just launched with five products.

The premise is straightforward: bring the formulas and experience associated with prestige haircare to a more accessible price point, then add an element of self-care. Soulstice describes its approach as ‘Science + Soul’, combining performance-led formulas with a more ritualistic take on the everyday hair routine.

“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,” said Twine, founder and CEO of Soulstice. “Soulstice is rooted in performance, but also in the belief that the routines we return to every day can become meaningful rituals of care.”

So, what does the range actually look like? Hydration is the focus, with products covering cleansing, conditioning, repair, and styling for all hair types and textures. Each formula contains VitaMega Complex, Soulstice’s proprietary, patent-pending blend of kakadu plum, inositol, and sacha inchi, developed to support healthier-looking, more hydrated hair.

Moisture Muse Shampoo and Conditioner cover the wash-day basics, while Buttersilk Restorative Mask replenishes moisture and helps improve strength, elasticity, and softness.

On the styling side, Wavelength Curl Defining Cream is designed to hydrate and define waves, curls, and coils. Base Layer Smoothing Cream, meanwhile, helps control frizz while protecting hair from heat. According to Soulstice, products across the collection have been clinically tested for benefits including softness, detangling, reduced breakage, frizz control, and heat protection.

Soulstice is available now exclusively in the US at soulstice.com, with prices ranging from $18 to $26.