One of the most popular names in haircare, Drybar®, recently joined Regency’s Brooklyn Station on Riverside, marking the salon’s first location in Florida. If you’re not familiar with Drybar, the concept is guided by a simple vision: no cuts, no color, just blowouts.
The 1,400 SF space features Drybar’s signature design complete with custom Italian chairs, tufted fabric walls, white marble countertops, creative lighting and bursts of buttercup yellow accompanied by built-in smartphone docking stations and flatscreen TVs playing cult-favorite chick flicks. The space, adorned with fresh yellow roses and natural light, provides an inviting environment where women can comfortably be pampered and enjoy time with friends or family.
Guests are greeted with a photo-filled Lookbook featuring various blowouts with fun, cocktail-inspired names including Manhattan, mai tai, uptini, dirty martini and Shirley Temple. After pointing out what works for you, your stylist will transform your hair within about an hour’s time. To ensure the style holds, the Lookbook also includes a list of key Drybar products useful for at-home styling (a full line of products, plus Drybar’s signature styling tools, is available for purchase in-salon.) To further enhance the experience, guests receive a complimentary mimosa, glass of wine, water or coffee.
RC: Tell us about your background in the beauty industry – how did you get your start? How did the Drybar vision come to be and how you have sustained growth in major markets?
AW: Well, for starters, ever since I was a little girl I have always struggled with my naturally frizzy hair. In fact, it’s one of the reasons I ended up going to beauty school! The idea for Drybar started out of my mobile business, which I started after my oldest son was five and I was looking to get back into the work force. I had so many “mommy friends” who wanted me to come over and blow their hair out, and not necessarily for big events...just to look and feel their best. After about a year I had more clients than time and thought it would be better to have a beautiful, fun space where my clients could come to me. I pitched the idea to my brother, who was reluctant at first (he’s bald and didn’t get it!) who put up the money, along with my husband, and I who put up our (relatively small) life savings. And Drybar became a reality.
We have been humbled by the response women across the country have had to Drybar and of the 3,000 stylists we now have working for us.
RC: We are thrilled to be the first city in Florida to open a Drybar location – and the second in the Regency Centers portfolio. Could you tell us how your brand has evolved since opening your Westlake Plaza location in Westlake Village, CA?
AW: I am so thrilled to be opening our first Florida location! I grew up in Florida (Boca Raton) and we are so excited to finally be in my home state (my friends and family have given me a very hard time about it taking so long!).
We have grown so much since opening Drybar Westlake Village! Our Jacksonville location marks our 67th location nationwide, with many more to come. Our product and tools line has grown tremendously and we launched my first how-to book, The Drybar Guide to Good Hair for All, on October 18.
RC: What can a client expect in a complete Drybar pampering experience – is there a shampoo and then style, and what about add-ons?
AW: We want the Drybar experience to be relaxing and comfortable from start to finish. All blowouts start with a shampoo and have a few add-on options. You can add a Floater to your shampoo for an extra ten-minute scalp massage. The Mudslide Treatment involves a reparative hair mask, Floater and a Mini Mudslide for you to take home. An additional add-on is our Bay Breeze Hydrating Shot to hydrate dry, weak or color-treated hair.
RC: Any Drybar product advice to tame the Florida frizz?
AW: Growing up in South Florida humidity, I know all about the Florida frizz! One tip is to play into the weather and embrace your texture into a style. If you have naturally frizzy hair and it’s an extra humid day, try the Dirty Martini for style. Our Velvet Hammer Hydrating Control Cream is perfect to take frizz and fly-aways.
Article contributors: Stephanie Parisi and Caron Streibich