Nancy Twine, founder of Briogeo, one of the most successful Black-owned haircare brands in the United States, has opened up about the hard-won lessons that helped her sell her company for a nine-figure sum in 2022.
In a candid essay published in Entrepreneur, Twine reflects on the uphill climb from novice founder to powerhouse CEO—and why her biggest breakthroughs didn’t come from boardrooms or business school.
“I had no idea what I was doing,” she wrote. “All I knew was that I had a product I believed in and a deep desire to create something meaningful.”
Now, Twine is sharing those insights through her new program, the Makers Mindset Accelerator, designed to help early-stage entrepreneurs grow with intention, authenticity, and clarity.
Below are the three key lessons she says every founder should take to heart.
1. Hire for Values, Not Just Experience
One of Twine’s most impactful hires had no prior background in beauty or supply chain logistics—and was still learning English.
Yet her hunger to grow, attention to detail, and commitment to collaboration made her an invaluable part of Briogeo’s success.
“Skills can be taught,” Twine explained. “What can’t be taught is integrity, drive, and alignment with your company’s core values.”
Twine’s approach helped build a culture of loyalty and resilience—qualities that can’t be captured on a résumé.
2. Don’t Let Product Outpace Brand
While Briogeo’s products were flying off the shelves, Twine realized the brand’s visual and emotional identity was fragmented. From social media to email marketing, every touchpoint told a slightly different story.
“It wasn’t until I stepped back that I saw how much opportunity we were leaving on the table,” she said.
By hiring a branding agency and creating a unified style guide, Twine brought cohesion to the customer experience.
“The brand started feeling like it had a soul—not just a SKU,” she added.
3. Stop Trying to Do Everything Yourself
Twine admits that even after Briogeo began earning significant revenue, she continued wearing every hat—from marketing to finance—out of habit and fear.
That changed when she hired an executive coach who challenged her to delegate and trust her team. “Holding on too tightly wasn’t strength—it was a liability,” she said.
Once she began investing in strong, values-aligned leadership, real scalability became possible.
Now, as she mentors others through her Makers Mindset Accelerator, Twine is building a legacy rooted not only in her success—but in the wisdom gained through the mistakes along the way.
“Trial, error, and evolution—that’s what shaped me as a founder,” she writes. “And the more I share these stories with other entrepreneurs, the more I realize they’re not alone. None of us are.”
