The Second-Time Beauty Founder Returns to Haircare With Clinically Tested, Elevated Formulas Priced From $18 to $26
NEW YORK, Sept. 1, 2026 /PRNewswire/ — Second-time founder and beauty entrepreneur Nancy Twine is returning to haircare with Soulstice, a new elevated brand created to make high-performance formulas and intentional self-care more accessible. The launch marks a significant return to the industry for Twine and arrives just weeks before she is expected to welcome her first child. At its core, Soulstice is haircare for your highest self, grounded in the belief that haircare is not only about how your hair looks, but how you show up for yourself, 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, giving the company an opportunity to build a close relationship with its community before expanding into retail.
Twine created Soulstice after identifying a widening gap in the haircare market: as prestige prices continued to rise, she saw an opportunity to bring the clinical performance, sophisticated formulations and elevated experience consumers expect from prestige haircare to a more accessible price point. Influenced by her mother, a chemist and physician, Twine has long approached beauty through the intersection of science and personal care. At Soulstice, that philosophy takes shape through Science + Soul, the brand’s approach to pairing clinically tested performance with products and rituals designed to make everyday haircare feel more intentional.
“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. The brand approaches everyday haircare as an opportunity for ritual, creating products that pair meaningful performance with moments of intentional care. 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.
Priced from $18 to $26, 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.
About Soulstice
Soulstice is haircare for your highest self. Founded by Nancy Twine, the brand creates elevated, high-performance haircare with everyday accessibility. Rooted in hydration and crafted for all hair types and textures, Soulstice approaches everyday haircare as an opportunity for ritual, creating space for intentional care and a deeper connection to self. Every formula is powered by scientifically backed ingredients, including the proprietary, patent-pending VitaMega™ Complex, and developed to deliver clinically tested performance without compromising experience or accessibility.
Soulstice products are available at Soulstice.com.
Media Contact:
soulstice@wearefoundation.co
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SOURCE Soulstice
