Press & Media

Natalie & Nicole Miller, Co-Founders

As identical twins, Natalie and Nicole grew up being compared in just about everything, looks included. So when a botched bleach job left Natalie with severe damage in 2017, it hit her confidence hard. For nearly a year, she avoided photos, especially next to Nicole. The only way she'd let Nicole post one was if Natalie was literally blacked out of the picture- funny now, but a pretty accurate reflection of how sensitive it felt then.

After trying product after product with no real improvement, Natalie decided to create something that actually worked with ingredients she could trust. She began working with cosmetic chemists, third-party testing, proven organic ingredients, and inspiration from cultures with generations of intentional hair-care practices.

Nicole started using the products, saw the difference firsthand, and quickly became just as invested. She also realized Natalie had gone so deep into the science that someone needed to make sure the brand could speak human. So Nicole stepped in to lead the branding and marketing side, while Natalie happily stayed buried in formulas, testing, and ingredient research.

It turned out to be the perfect twin divide: one obsessed with making the products work, the other obsessed with making people understand why they mattered. Together, they created Twice As Good Hair- a brand rooted in results, credibility, clean organic ingredients, and helping women feel confident in their hair again.