She Built a $100M Hair Brand — Then Started Over to Make It More Affordable for Us

If you've ever stood in the hair care aisle weighing whether to spend $45 on a deep conditioner, you're not alone — and one of the most successful Black women in beauty heard you.

Nancy Twine, the founder who built Briogeo into a $100 million brand before selling it, just launched her second act — and this time, she's doing things entirely differently. Her new haircare line, Soulstice, launched on September 1, 2026, with products starting at just $18. Clean ingredients. Elevated formulas. And a price tag that doesn't make you do mental math before checkout.

Why This Matters So Much Right Now

Twine has been candid about her vision: premium hair care does not require premium pricing. In a recent interview with Inc. Magazine, she explained that after selling Briogeo — where products ranged from $30 to $60 — she saw a clear gap in the market. Too many brands serving textured and natural hair types had either the quality or the accessibility, but rarely both. Soulstice is her answer to that.

And it's not just a feel-good pivot. Twine is distributing Soulstice at Walmart, which puts her clean-ingredient formulas in front of millions of everyday shoppers who've never been able to justify a $50 deep treatment. This is a genuinely meaningful move for Black women, who have historically spent more on hair care products per capita than any other demographic, yet have been chronically underserved by the prestige beauty market.

Whether you're rocking your natural curl pattern, transitioning from chemical relaxers, protective styling in braids, or switching between looks with wigs and extensions — the barrier of cost in quality hair care is real, and Soulstice is directly addressing it.

The Bigger Picture: An Exciting Era for Black-Founded Hair Brands

Soulstice isn't arriving in isolation. This fall, Beyoncé's Cécred haircare line — formulated with textured hair front and center — is expanding into 90 Space NK stores across the UK, bringing prestige textured-hair care to the British Black beauty market in a major way. The global Black hair care market is valued at over $9 billion, and the momentum from Black-founded, Black-focused brands right now is extraordinary.

The message is clear: Black women deserve access to innovation, clean formulas, and professional-quality results — at every price point, in every country.

Your Fall Hair Routine Deserves the Same Elevation

Speaking of quality without compromise — whether you're deep conditioning fresh growth, refreshing your protective style, or switching up your look with a gorgeous new wig, fall is the perfect time to invest in your hair care routine from root to tip.

At H2O Beauty World, we've curated a collection with exactly that in mind. Our lace front wigs and deep wave and curly wigs give you the versatility to protect your natural hair while serving looks effortlessly — all made with quality that rivals the salon. Whether you're giving your strands a full reset season or simply switching up your texture game, our wig collection lets you do it without compromise.

And we know hair health is bigger than just the strands. That's why we also carry LED therapy devices for scalp stimulation and hair growth, IPL hair removal systems for smooth, care-free skin, and electric beauty tools that streamline your entire self-care routine. Because the same energy Nancy Twine is bringing to accessible premium haircare? That's the energy H2O Beauty World brings to every product we carry.

3 Ways to Protect & Elevate Your Hair This Fall

1. Switch to a protective style. Fall air can be drying, especially as temperatures drop. Braids, twists, and wigs protect your ends and retain length. Our curly and deep wave wigs are a beautiful, low-manipulation option that lets your natural hair breathe underneath.

2. Level up your scalp care. Healthy hair starts at the root — literally. Add a LED scalp therapy device to your weekly routine to encourage circulation and support growth. Think of it as your monthly deep treatment, but for your follicles.

3. Simplify your styling tool lineup. Fall is a great time to audit what you actually use. Our electric beauty tools are designed to do more with less — fewer heat passes, more definition, less damage. Less really is more this season.

The Takeaway

Nancy Twine building Soulstice at accessible price points is more than a business decision — it's a statement. The Black beauty community deserves quality, affordability, and brands that were made with us in mind. The wave of Black-founded beauty innovation happening right now is one to celebrate, and one to shop intentionally.

Whether you're exploring new haircare brands or refreshing your look for fall with a stunning new wig, your hair journey is worth investing in. Start — or continue — that journey with us.