In 2011, I got my first taste of beauty publishing as an intern at Seventeen magazine. I wrote blog posts in a small, windowless closet, unpaid. Despite this, I attended after-work events where I received gift bags filled with thousands of dollars’ worth of products. Many of these events were held at Drybar, a new concept salon that had just opened its first New York location in September 2011, following its initial launch in Los Angeles a year earlier.
The Rise of the Blow-Dry Salon
Drybar’s focus was simple but innovative — a salon dedicated only to blow-drying hair. This idea quickly gained popularity. After college, I joined Seventeen full-time and learned that one of my managers never washed her own hair; she went to Drybar every week for a “Mai Tai” style — beachy waves with straight ends. At $40 per session before tip, the service was relatively affordable, but to me, it felt like a luxury.
However, the experience wasn’t perfect for everyone. Some editors with curly hair recalled negative encounters where stylists struggled to work with their texture, leading them to avoid salon events altogether.
Alli Webb: The Power Behind Drybar
Hairstylist Alli Webb is the driving force behind Drybar’s success. By 2014, when Allure magazine named Webb an influencer, Drybar had expanded to 35 salons across the U.S., eventually growing to more than 100 locations. Webb embraced comparisons to Starbucks, which she called “really enviable.”
In 2013, Drybar launched its first nine products, including the Hot Toddy heat-protective conditioner and Money Maker setting spray — two staples that I still use today.
The Brand’s Evolution and Challenges
Though Webb left the company years ago, she has maintained ties to the brand. In 2019, Helen of Troy acquired Drybar’s trademark and product line for $255 million in cash, while Drybar Holdings LLC retained a global license to run the salons.
After the sale, Webb’s personal life became difficult. She and her husband, also a Drybar co-founder, divorced. Her son struggled with drug addiction and entered rehab. Despite these challenges, Webb launched several “messy” projects to rebuild her life.
Webb’s New Ventures
Her first project was a book, The Messy Truth: How I Sold My Business for Millions but Almost Lost Myself. Webb described it as “half memoir, half business book.” She then started The Messy Collective, offering monthly business masterclasses for $40 and more intensive six-session courses for $1,200.
Most recently, Webb launched a new haircare line called Messy by Alli Webb. This line focuses on naturally smooth hair and was inspired by Webb’s own haircare journey during the pandemic. She stopped dying and blow-drying her hair and began caring for it in a more natural way. As a result, her hair grew healthier and longer.
Embracing Natural Waves
Webb has embraced her natural waves, a hairstyle that can be unpredictable for many. Reflecting on her earlier blowouts, she admits some of her old looks were less than perfect. Now, she considers herself successful and aims to help others achieve a natural, healthy style with her products.
“Blow-drying is largely my fault for starting the trend,” Webb said in a recent interview. “I’m proud I did it, but now there’s an in-between phase. Air-drying is popular, but it doesn’t always work for me. It’s risky to show up at an important meeting or date with just air-dried hair.”
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