Second-time founder and beauty entrepreneur Nancy Twine returns to haircare with Soulstice, a new elevated hair care brand boasting high-performance formulas and a goal of making intentional self-care more accessible.
The launch marks a significant return to the industry for Twine and arrives weeks before she is expected to welcome her first child. At its core, the brand aims not only to improve the appearance of hair but to impact how consumers feel about themselves with products that encourage them to show up consistently and with intention.
Following the nine-figure sale of her first haircare company in 2022, Briogeo, to The Wella Company, Twine returns to the category with more than a decade of experience and a clear ambition to build another global brand. This time, she is taking an intentional approach to ownership, distribution and growth. Soulstice is entirely self-funded and will remain direct-to-consumer during its first year, allowing the company to build a close relationship with its community before expanding into retail.
"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. Soulstice is rooted in performance, but also in the belief that the routines we return to every day can become meaningful rituals of care," said Nancy Twine, Founder and CEO of Soulstice.
Inspired by the summer solstice, the moment when the sun reaches its highest point, Soulstice reflects growth, light and a return to self. Rooted in hydration and created for all hair types and textures, every formula is powered by VitaMega™ Complex, Soulstice's proprietary, patent-pending blend of Kakadu plum, inositol and sacha inchi, developed to support healthier-looking, more hydrated hair.
The seven-product launch collection spans foundational care, intensive treatment and styling. Moisture Muse™ Shampoo and Conditioner cleanse and replenish moisture for softer, more manageable hair, while Moisture Muse™ Leave-In Conditioning Spray delivers lightweight hydration and detangling. Buttersilk™ Restorative Mask provides intensive care for dry, damaged and overprocessed hair. Wavelength™ Curl Defining Cream enhances definition and hydration for waves, curls and coils, while Base Layer™ Smoothing Cream helps control frizz and protect against heat. Together, the collection delivers clinically tested benefits across softness, detangling, breakage, frizz control and heat protection through elevated essentials designed to fit seamlessly into everyday routines.
With Soulstice, Twine enters her next chapter with a clear vision for thoughtful growth, direct consumer connection and long-term global scale. Soulstice is now available exclusively at Soulstice.com.
