Nancy Twine Launches Soulstice, a New Masstige Hair Care Brand

The brand emphasizes scalp health, moisture retention

Nancy Twine, founder of the prestige hair care brand Briogeo, is introducing Soulstice, a new masstige-priced hair care line. The launch was announced via social media platforms including Facebook, X, and LinkedIn. Twine aims to bring salon-quality formulations to a broader audience through accessible pricing without compromising on ingredient integrity. The brand focuses on clean, effective products designed for diverse hair types and textures. Soulstice builds on Twine’s experience in developing high-performance, naturally derived hair care solutions. Briogeo, which she founded in 2013, gained recognition for its transparent ingredient lists and cruelty-free formulations. With Soulstice, Twine seeks to expand her impact by targeting consumers who want premium results at a more attainable price point.

The brand emphasizes scalp health, moisture retention, and damage repair as core benefits across its initial product range. What Inspired the Creation of Soulstice? Twine explained that the idea for Soulstice emerged from listening to customers who loved Briogeo but wanted options that fit tighter budgets. She noted that many consumers were sacrificing hair health due to cost barriers in the prestige market. Soulstice addresses this gap by using similar clean chemistry principles but optimizing formulation costs through strategic sourcing and streamlined packaging. The goal is to deliver visible results while maintaining ethical standards. How Will Soulstice Differ From Existing Drugstore Brands? Unlike traditional mass-market offerings, Soulstice avoids sulfates, parabens, and synthetic fragrances, aligning with the clean beauty standards Twine championed at Briogeo. The brand will debut with shampoos, conditioners, and treatment masks tailored to curly, coily, and straight hair types.

Early testing shows improved manageability and reduced breakage after four

Early testing shows improved manageability and reduced breakage after four weeks of use. Distribution will begin online, with plans to enter select retail partners later in the year. Frequently Asked Questions What is the price range for Soulstice products? Soulstice products will be priced between $12 and $28, positioning them in the masstige segment above drugstore brands but below luxury lines. Where can customers purchase Soulstice initially? The brand will launch exclusively online through its own website, with retail expansion planned for mid-2025. Is Soulstice vegan and cruelty-free? Yes, all Soulstice formulations are vegan, cruelty-free, and free from sulfates, parabens, and phthalates.