# Briogeo Hair Care: Nancy Twine (2020)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-12-04
- Length: 1h 13m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020

## Summary

Nancy Twine, founder of Briogeo, explains how a personal tragedy and her mother's legacy inspired her to launch a natural hair care brand after leaving a career at Goldman Sachs. She details the struggle to find a contract manufacturer willing to formulate products without sulfates or silicones, leading to a pivot from 15 SKUs to 4 core products. Twine describes securing initial funding from investor Phil Palmetto and using a Cosmoprof trade show to secure her first retail order from Urban Outfitters, which eventually led to a landmark partnership with Sephora.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=0) Introduction: Nancy Twine and the origin of Briogeo
- [4:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=246) Family influence: Her mother's practice and grandmother's DIY beauty
- [16:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=963) Personal tragedy: The death of her mother and career pivot
- [26:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=1598) Market research and finding a contract manufacturer
- [38:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=2332) Formulation challenges: From 15 SKUs to 4 products
- [44:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=2653) Fundraising struggles and securing Phil Palmetto's investment
- [50:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=3050) Cosmoprof trade show and first retail order from Urban Outfitters
- [58:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=3499) Breaking into Sephora: The online test and store launch
- [1:09:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020#t=4176) Growth, acquisition by Wella, and current revenue

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Briogeo (product)
- Goldman Sachs (company)
- Sephora (company)
- Urban Outfitters (company)
- Cosmoprof (other)
- Ipsy (product)
- Wella Company (company)
- EcoCert (other)

## Related episodes from other shows

- [019: Organic haircare products with Susana Stewart & Caroline Maina of Fro Butter](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter) (Product Startup)
- [Founder Feature: Val Emanuel of Rif Care](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-03-founder-feature-val-emanuel-of-rif-care) (The Startup CPG Podcast)
- [Founder Feature: Suzannah Raff of Cleo+Coco](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-31-founder-feature-suzannah-raff-of-cleo-coco) (The Startup CPG Podcast)
- [Founder Feature: Akua Boakye Okunseinde of Karité](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-21-founder-feature-akua-boakye-okunseinde-of-karite) (The Startup CPG Podcast)
- [Founder Feature: Veena Krishnan and Whitney McElwain of Daybird](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-10-founder-feature-veena-krishnan-and-whitney-mcelwain-of-daybird) (The Startup CPG Podcast)

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