Viral body care brand, SOMA quickly took over thousands of bathrooms across the country thanks to the release of their delicious scented bodywashes.
But now the minds behind the sell-out hit are taking on a new adventure.
Tackling the $600 million dollar Australian haircare market, they are now celebrating the launch of their latest business model, TWIST.
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The new venture aims to switch up the space by offering Australians with carefully curated hairware essentials to take them from the weekly grocery shop to Friday night drinks in a matter of minutes.
From claw clips to scrunchies there is something for everyone. Credit: TWIST
Launching exclusively into Coles stores nationwide, TWIST is making luxury-inspired hair accessories available where Australians shop most.
At the heart of the company, TWIST is about growing alongside an ever changing market by catering directly to their consumers.
Redefining what everyday self care looks like the supermarket aisle, these premium hair accessories are designed to elevate every hair day with beautifully crafted hairware essentials that look as good as they perform.
“We created TWIST for exactly the same reason we created SOMA, we saw a category that hadn’t evolved. Premium hair accessories were beautiful, but they weren’t accessible,” says Georgie Gilbert, Co-Founder of TWIST.
“If you needed a claw clip because yours snapped, disappeared into your handbag or was left at the gym, your only option was usually a cheap replacement, or waiting days for an online order to arrive.”
Choosing between fashion and convenience is no longer a dilemma so many of us face.
Because I for one, know that more often then not my hair just gets in the way and throwing it up in a claw clip is not only the perfect fashionable choice no matter my outfit but it also keeps my hair away and out of my face.
And trust me, when you have long thick hair it is more overstimulating then it sounds.
”We wanted to create accessories people genuinely loved using, then make them available exactly where people need them most,” Georgie added.
“Now Australians can pick up beautifully designed, premium-quality hair accessories while doing their grocery shop, or even have them delivered to their door within the hour.”
TWIST are shaking up the local hair aisles one clip at a time. Credit: TWIST
Crafted with 100 per cent plant-based cellulose acetate, the premium material traditionally used in luxury eyewear, making it significantly stronger, longer lasting and gentler on the hair than conventional plastic alternatives.
There have been far too many times, when my own thick hair is too much for the spring inside my claw clip and it will eventually just snap.
So for those with thick and long hair this is 100% the solution we have been waiting for.
“Everything starts with solving a real consumer problem. We’ve never believed innovation has to be complicated. We look at everyday categories and ask why they can’t be better,” says Camille Peressini Co-Founder of TWIST.
“Whether that’s body care or hair accessories, Australians deserve products that feel considered, beautifully designed and genuinely enjoyable to use.”
Designed with precision-engineered springs for a secure all-day hold, each piece helps minimise pulling, snagging and breakage while effortlessly elevating any hairstyle.
Looking toward some of the leading brands in the beauty space, Georgie and Camille are drawing inspiration from the things they know are working.
Blending timeless neutrals with statement colours, featuring glossy tortoise finishes, luminous pearls, rich burgundies, vibrant reds, deep blues and modern minimalist silhouettes designed to complement every style.
“One of the biggest lessons we’ve taken from watching brands like MECCA grow is that when the right opportunity presents itself, you have to back yourself. As a small, agile team, we’re able to move quickly, make decisions confidently and stay incredibly close to what our customers actually want,” Camille added.
“Since our first production samples arrived, there honestly hasn’t been a day where one of us hasn’t worn a TWIST clip or scrunchie. That’s always the best sign, you create something you genuinely don’t want to be without. We can’t wait for Australians to experience them for themselves.”
Founders of viral body care, SOMA take on the Australian haircare market Credit: TWIST
Inside their debut collection, shoppers can get their hands on Large Claw Clips, Midi Claw Clips, Mini Claw Clip Sets, Styling Combs and Premium Satin Scrunchie Sets.
Because looking after your hair should be just as important as washing your body and because every precious head of locks is different to the next, this inaugural collection covers all the necessary bases.
Consumers are moving away from disposable beauty and are looking toward carefully curated essentials that are not only good for their body but also good for the environment.
TWIST is already redefining what Australians expect from the supermarket hair aisle, bringing together premium craftsmanship, fashion-led design and everyday convenience to the forefront of their everyday life.
Georgie Gilbert and Camille Peressini aren’t slowing down, creating a space where premium self care is easily accessible for all.
Making brands that feel not only luxurious and premium but also made for the everyday moments in between.
TWIST can be found exclusively down the haircare aisles at your local Coles supermarket.
