Meet Soulstice, Briogeo Founder Nancy Twine’s Next Move

Perhaps you don’t know the name Nancy Twine, but you’ve certainly heard of Briogeo, the best-selling hair band she founded in 2013—at 29, Twine became the youngest Black woman to have her brand sold in Sephora. The brand was an early player in the “clean” movement, and became a go-to for fun yet effective products. Twine officially stepped away from the brand in 2025, but she couldn’t stay out of the hair game for long.

This September, Twine is launching her new venture, Soulstice, an edited curation of hydration- centered products at an accessible price point. While the brand is certainly results-driven with the clinicals to back it up (more on that later), with Soulstice, Twine really wanted to focus on how the brand would make customers feel. “I’m really interested in making this brand, not just about the products, but how are we able to emotionally connect with our community and actually inspire them to become their highest self,” Twine tells Byrdie. “For me, I feel like the shower time is such a sacred space. Many of us only have those 10 minutes or so each day where we don’t have our phone, we don’t have all the distractions and we can just be and focus on our own personal ritual.”

Ahead, Twine tells us more about the inspiration for the brand and fills us in on the formulas, plus my honest review.

The Inspiration

When Twine left her finance job to launch Briogeo at 28, she had never worked in beauty. Now, at 41, she’s ready to re-enter the industry with her decades of experience. “Everything was so new and I had to learn as I went. I learned so much, but I made a lot of mistakes,” she says. “Over the past couple of years, I always think about what I would have done differently. Now that I know so much more about the science and formulation and marketing and how to build a brand, it was just so exciting to take all of those different learnings and apply it to something new. I’ve always really loved the hair care category, and I think a lot of that just has to do with the fact that hair is so technical. Everyone has a completely different hair type, dfferent hair density, different hair texture, different hair length, different hair color—it’s so dynamic.”

As for the branding, Twine really wanted to instill a sense of calm, starting with the brand’s signature butter yellow packaging and the name itself. “Obviously the word ‘soul’ is in the name, but also it represents the summer solstice, which is the highest point at which the sun reaches,” she explains. “The science piece is really big, but I wanted to start with the emotional piece because I think that is really the foundation for everything else.”

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The Products

The brand’s starting lineup is focused on hydration, which Twine calls “the foundation of healthy hair,” powered by their signature VitaMega complex, a blend of kakadu plum, inositol, and sacha inchi. “There’s a lot of quick fix-its in the haircare industry, it’s about how do you get from frizz to sleekness or how do you get from limp hair to volume? I think oftentimes that is the focus, getting you from point A to point B,” explains Twine.

Instead of instant results, Twine chose to focus on overall hair heath. “I wanted to come up with a complex that almost acted like a topical multivitamin for your scalp and hair. Because if you don’t treat that element first, you’re going to be in this quick fix cycle, just continuously. Hair dryness and damage is a big part of that. Like if you’re just coating your hair with silicones, maybe it’s going to look shinier, but you know the problem still exists. That was really sort of the root of creating this proprietary blend that has incredible clinicals as it relates to scalp and hair vitality, strength, and hydration.”

The foundation of the Soulstice routine is the Moisture Muse Shampoo and Conditioner, which are priced at $20 each to be your daily drivers. Twine formulated the shampoo to both lather well and add back moisture, which she says is no small feat. The conditioner features an ultra-rich texture, and helps hydrate and detangle.

For extra TLC, there’s the brand’s ButterSilk Restorative Mask. “I named it ButterSilk because I felt like there was no other word that really describes how your hair feels after you use it,” says Twine. “It has our highest concentration of VitaMega, so this is not only meant to restore moisture, but actually to help repair and strengthen, and just kickstart your hair health.”

The brand is also launching two stylers. The Base Layer Styling Cream is a multi-tasker to help smooth, reduce frizz for up to 72 hours, and provide heat protection up to 450 degrees. The Wavelength Curl Cream is a favorite of Twine’s—”it defines, and it also keeps frizz at bay, but it doesn’t give you those ramen noodle crunchy curl, they’re still soft and flexible and bouncy and not weighed down.” It also has a frizz-fighting claim for up to 72 hours.

My Review

I’ve been spending as much time at the beach or pool as possible this summer, which is amazing for my soul but has left my hair feeling a little fried, so this hydrating lineup couldn’t have arrived at a better time. I’m not going to lie, at first I was a little surprised by how small the shampoo and conditioner bottles are, but with these formulas, a little goes a long way. The shampoo has a very unique fluffy lather that makes my hair feel clean, but definitely adds that moisture back in. The conditioner almost has a mask-like texture—my hair skims my butt, and all I need is a quarter-sized dollop to totally coat it. It also leaves my hair feeling ultra-nourished, but not weighed down or greasy.

My favorite in the lineup has to be the ButterSilk Mask, which is perfect for bringing my salty hair back to life. This one is also ultra-rich, but has a smoother texture than the conditioner, and again, a little goes a long way here. It does, in fact, make my hair feel both buttery and silky, but doesn’t feel too heavy or leave a weird residue. Instead, it just leaves me with silky, shiny mermaid hair—my ultimate goal.

You can shop Soulstice starting September 1 at soulstice.com.