The 1940s might seem like unlikely inspiration for a modern, eco-friendly hair-care line, but when Nancy Twine finally quit her cushy job at Goldman Sachs, it was because she’d stolen a page out of her grandmother’s playbook. “She raised eight children on a small farm in West Virginia without many resources, so she learned how harvest natural ingredients and turn them into the soaps and hair-care products her family needed,” says Nancy.
The southern native turned dozens of recipes from her grandmother’s journal into Briogeo, a line of super-deep conditioner, rice amino shampoo, and avocado-and-quinoa co-wash specifically designed to dominate Roseanne Roseannadanna-levels of frizziness. “We found a way to create effective products that don’t contain toxic ingredients, which takes a lot of the guesswork out of reading ingredient labels,” says Nancy, whose whose glossy mane is as good an advertisement as anyone could ask for. “One of our big company values is to always do more with less—in every sense.” — Lauren Elizabeth