Nancy Twine Says Premium Hair Care Doesn’t Need $60 Products. Her New Brand Starts at $18

The founder behind Briogeo is betting that today’s beauty shoppers want efficacy over excess and product quality over luxury price tags.

BY VIKTORIIA VASILEVA

Nancy Twine. Illustration: Inc.; Photos: Courtesy Soulstice

Ever since she stepped down from her CEO role at Briogeo—the natural hair care brand she founded in 2013—Nancy Twine has kept a close eye on the category. After Briogeo’s nine-figure acquisition by Wella in 2022, Twine saw more consumers investing in hair health and interested in sophisticated formulas. Still, many struggled to access high-quality products, which often have luxury price tags. Twine saw a clear opportunity.

With her new brand,........

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