Briogeo Founder Nancy Twine’s Soulstice Hits Masstige Haircare From $18 as September Coverage Builds

Beauty entrepreneur Nancy Twine is back in the shower aisle she helped redefine—this time with a tighter assortment and a sharper price ceiling. Harper’s Bazaar published a September 14, 2026 founder interview on Soulstice, Twine’s new hydration-forward haircare brand, weeks after a September 1 PR Newswire launch announcement positioned the line as clinically tested prestige performance at masstige prices from $18 to $26.

Twine sold Briogeo to Wella Company in 2022 after building it into a naturally derived, multi-texture haircare nameplate that made her one of the category’s most watched Black women founders. Between brands she has directed capital toward emerging and underrepresented beauty companies through the Dream Makers Founders Grant—described in Harper’s Bazaar as a $1 million pool distributed over four years in partnership with the Fifteen Percent Pledge—while staying visible as a mentor. Soulstice, she told Harper’s Bazaar, reflects “where I am today as a founder and consumer”: self-funded, launching direct-to-consumer, and “very intentional about how and when we scale.” PR Newswire’s launch release said the brand will stay DTC for its first year before any retail expansion—an ownership choice that trades immediate Sephora-wall presence for closer commu nity control and cleaner unit economics while formulas find their audience.

The science-and-ritual pitch sits in the brand’s “Science + Soul” framing, a nod to Twine’s mother, a chemist and physician who shaped how Twine thinks about efficacy meeting care. Every formula is powered by VitaMega Complex, a patent-pending blend of Kakadu plum, inositol, and sacha inchi that Twine’s team presents as supporting smoother, more hydrated hair over time. Harper’s Bazaar listed five core products in its interview edit—Moisture Muse Moisturizing Shampoo and Conditioner, Buttersilk Restorative Mask, Base Layer Smoothing Cream, and Wavelength Curl Defining Cream—while the PR Newswire kit described a seven-product launch that also includes Moisture Muse Leave-In Conditioning Spray and frames the line as sulfate-, silicone-, and cruelty-free. Readers should treat assortment counts as attributed to each outlet’s packaging rather than assume a single SKU bible has been locked for every retailer briefing.

Price is the commercial wedge. Twine told Harper’s Bazaar that Briogeo value sizes could climb toward $140, whereas Soulstice tops out around $26 for the Buttersilk mask—an “elevated masstige” bet aimed at shoppers who want a prestige ritual without prestige sticker shock. She called the mask especially personal: the name came from wanting hair to feel “buttery soft and silky smooth” after use. The brand name itself nods to the summer solstice—the sun’s highest point—as a metaphor for “haircare for your highest self,” both outlets noted. PR Newswire additionally situated the launch weeks before Twine expects her first child, a personal timing detail the company chose to include in its public kit.

Lifestyle coverage in mid-September is less about a single drop day and more about whether Twine can repeat a category-defining playbook under different ownership and distribution rules. No independent clinical study PDFs were attached to the Harper’s Bazaar or PR Newswire pieces beyond the brand’s own “clinically tested” claims, so those efficacy statements remain attributed to Soulstice rather than treated as third-party verified results. What is firmly on the record: a second-time founder, a DTC-first masstige lane, a proprietary complex, and a September media cycle introducing Soulstice to readers who already know Briogeo’s story—and who are watching whether accessible pricing can coexist with the elevated ritual Twine is selling.

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