Like legions of other beauty brands, Drybar is leveraging the celeb and influencer fest known as Coachella. The blow-dry bar chain and product line will launch its Detox Whipped Dry Shampoo Foam today at the music festival via targeted in-room placement and styling services like braids and blowouts to the guests of Levi’s hosted weekend at the Sparrows lodge in Palm Springs (that includes Virgil Abloh, Solange Knowles, Emily Ratajkowski, Julie Sariñana, Poppy Delevingne and more). The brand is also partnering with Urban Decay and Amuse Society at their private pool party events throughout the weekend.
The mousse-like formula is the evolution of the brand’s popular Detox dry shampoo. It utilizes volcanic ash, plant proteins and vitamin B5 and comes in two sizes — 4.5 oz for $24 and 1.8 oz for $13 — and will debut next week in all Drybar locations and on Sephora.com today. The products, launched in 2012, have developed a cult following outside of the salon, having launched in Ulta Beauty last year.
“We are all so giddy over the launch of Whipped,” said Drybar founder Alli Webb. “I can’t wait for women to experience it.”
Drybar is in the midst of a global expansion, having just launched in Sephora Paris and Sephora Mexico at over 70 shops, with 20 more opening this year. Its product and hair tool category is also expanding with new products, formulations and scents.
Webb spoke at WWD’s Digital Summit about the organic growth of her Los Angeles-based brand, which started with just one location in Brentwood, Calif. Many of the 73 salon locations are now operated as franchises. Webb has utilized digital videos to educate customers on how to use the products and tools, though the blow-dry experience itself remains high-touch.