After Building A $100M Haircare Brand, Nancy Twine Is Taking A Different Approach With A New One – AfroTech
Each product is made with VitaMega Complex, which includes Kakadu plum, inositol, and sacha inchi to help combat the effects of UV exposure, pollution, heat styling, and biological and hormonal shifts, per WWD.
Customers can expect to spend an average of $20 per product.
“The data says the majority of hair care consumers purchase in mass and masstige, but when you look at the aisle, it feels so dated,” Twine explained, according to WWD. “It’s still dominated by a lot of legacy brands that have great products, but the brand experience doesn’t match what current consumers are looking for.”
Twine is taking a different approach to Soulstice than she did with Briogeo, including not prioritizing an early retail launch or securing outside capital. The venture is bootstrapped with a personal commitment that started at a “few million dollars.”
“AI has created a lot of operational efficiencies, so you may not need the same level of team you would otherwise,” Twine explained.
“I want to be as lean as possible and direct my funding towards the areas that are going to drive the business forward,” she added.
Still, when she does build out her team she notes it will be “the best of the best” and she wants to take her time to get it right.
