Three years into a stint on the commodities desk at Goldman Sachs, Twine’s mother died in a car accident. The tragedy pushed her to reconsider her career path. Inspired by her mother, a chemist who had developed a natural face cream, and her grandmother, who taught her how to make products with natural ingredients, she spent weekends and nights researching the beauty industry. In 2014, she launched natural haircare brand, Briogeo, that targets customers by hair texture (wavy, coily, dry, thin), rather than ethnicity; it was profitable from the start and revenues grew quickly to $10 million by the end of 2018. It launched internationally in 2018, and is now sold on Sephora shelves around the world as well as through online U.K. retailer CultBeauty. She sold a minority stake in the company to Drunk Elephant investor VMG last year for an undisclosed sum.