Alli Webb, co-founder of Drybar, has made her return to the hair care industry with a fresh perspective. This time, she’s stepping away from the pursuit of the perfect blowout and launching her new brand, Messy, which aims to celebrate a more relaxed, effortlessly tousled look. Available online at Sephora starting June 24 and in-store from June 27, Messy encapsulates an aesthetic that aligns with the current trend of embracing one’s natural texture. Webb explains that her journey has been informed by the changes brought on by COVID-19 and her personal experiences, leading her to appreciate a more authentic hairstyle that reflects her true self.
Webb recalls her early career and how she often fought against her hair’s natural tendencies, striving for perfection. In recent years, however, she has been exploring how to work with her natural locks rather than against them. This personal evolution culminated in Messy—a line comprising five innovative products designed to simplify hair styling while promoting a laid-back vibe. Key offerings include a frizz-fighting styling cream and a revitalizing overnight serum, all formulated with beneficial ingredients like chickpea and olive stem cell extracts. Webb is confident that this product range fills a gap in the market, recognizing that many individuals are stuck in the cycle of either blowing out their hair or letting it air dry, with few options in between.
The techniques Webb champions center around the idea of “rough drying,” which uses low heat and a hands-on approach to achieve relaxed waves. During a recent conversation, she demonstrated that her method involves minimal tools: just washing, combing, and applying her products while twisting the hair as it dries. This method contrasts sharply with the high-heat styling trends of recent years, with Webb encouraging a more tactical approach to letting hair dry naturally. She emphasizes that this isn’t about avoiding styling tools altogether; rather, it’s about reducing heat to promote healthier hair.
As trends shift towards embracing natural beauty, Webb believes the Messy line reflects a collective desire for authenticity in personal styles. Her insights suggest that the landscape of haircare is changing—moving away from meticulously polished looks toward a more natural finish. To support her vision, she has partnered with Unilever Ventures, raising $5 million to help bring Messy to life. With such backing, along with an early partnership with Sephora, Webb is enthusiastic about the brand’s potential to disrupt the haircare arena.
Throughout her career, Webb has faced significant personal trials, making the narrative surrounding her journey as compelling as her professional accomplishments. From navigating the ups and downs of her personal life to experiencing the highs and lows of entrepreneurship, she has penned a book titled "The Messy Truth," which chronicles her intertwined journey with hair and self-discovery. She shares how, as her personal life became messier, so did her relationship with her hair, ultimately leading her to embrace a style that reflects her true self rather than a societal standard of perfection.
Today, Webb is on a mission to encourage women to abandon outdated notions of appearance, especially in professional settings. By presenting herself with natural, voluminous locks—regardless of the occasion—she is challenging societal norms and hoping to inspire others to do the same. Her journey is not just about creating a brand; it’s about fostering a community that embraces individuality and empowers women to feel confident, messy hair and all. As she navigates this new chapter with Messy, her commitment to celebrating authenticity shines through, positioning her once more as a trailblazer in the beauty industry.