Alli Webb, the entrepreneurial force behind the wildly successful Drybar, is shaking up the beauty world once again—but this time, she’s ditching the sleek blowouts in favour of embracing natural, undone texture. Her latest venture, a product line designed for 'messy hair', marks a dramatic shift from her previous empire built on perfect, salon-worthy styles.
The Unexpected Pivot
Webb, who revolutionised the blowdry industry with Drybar, is now championing the opposite aesthetic. Her new range includes texturising sprays, effortless wave enhancers, and low-maintenance styling creams—all aimed at celebrating the beauty of unpolished, lived-in hair. "It’s about freedom," Webb explains. "Women are tired of the pressure to look flawless all the time."
Why Messy Hair is the New Luxury
The move reflects a broader cultural shift towards authenticity in beauty. With social media increasingly valuing 'realness' over perfection, Webb’s pivot taps into a growing demand for products that enhance—rather than mask—natural texture. Industry experts predict the line could disrupt the £1.2bn UK haircare market, particularly among younger consumers rejecting high-maintenance routines.
From Blowouts to Bedhead
Webb’s journey from blowdry evangelist to messy-hair advocate hasn’t been without irony. "I spent years convincing women they needed weekly blowouts," she admits. "But trends evolve, and so do we." The products, launching exclusively in the UK next month, promise "effortless cool" with minimal styling time—a stark contrast to Drybar’s original 45-minute signature service.
Early testers rave about the line’s ability to create "artfully dishevelled" looks without weighing hair down. Whether this marks the end of the blowdry era remains to be seen, but one thing’s clear: Alli Webb isn’t afraid to rewrite the rules of beauty—again.
