Alli Webb Launches 'Messy' Hair Care at Sephora
Georgia Wray Norsten — June 7, 2025 — Business
References: wwd
Alli Webb Launches 'Messy' Hair Care as her latest venture in the beauty world, marking a bold return to haircare with a radically different ethos. The Drybar cofounder’s new brand, Messy, debuts online at Sephora on June 24 and in stores June 27, with a mission to celebrate natural texture and the 'perfectly imperfect' look.
Inspired by Webb’s personal transformation and evolving beauty standards post-COVID, Messy rejects the high-maintenance blowout in favor of a low-heat, hands-only 'rough dry' method. The five-product line includes nourishing formulations like the 'Rough Dry Style Cream,' 'Instant Silk Revival Spray,' and 'Overnight Repair Hair Serum' -- each infused with plant-based actives and upcycled ingredients. The products are designed to simplify routines while enhancing hair health.
Backed by $5 million in funding led by Unilever Ventures, Messy is positioned as a disruptive new player in the prestige haircare market, one that champions authenticity over perfection.
Image Credit: Emily Malan/WWD
Inspired by Webb’s personal transformation and evolving beauty standards post-COVID, Messy rejects the high-maintenance blowout in favor of a low-heat, hands-only 'rough dry' method. The five-product line includes nourishing formulations like the 'Rough Dry Style Cream,' 'Instant Silk Revival Spray,' and 'Overnight Repair Hair Serum' -- each infused with plant-based actives and upcycled ingredients. The products are designed to simplify routines while enhancing hair health.
Backed by $5 million in funding led by Unilever Ventures, Messy is positioned as a disruptive new player in the prestige haircare market, one that champions authenticity over perfection.
Image Credit: Emily Malan/WWD
Trend Themes
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Natural Texture Revival — The emphasis on celebrating natural hair texture presents an opportunity for brands to innovate with products that promote authenticity and individuality in personal style.
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Eco-conscious Formulations — Utilizing plant-based actives and upcycled ingredients taps into the growing demand for sustainable beauty, offering avenues for innovation in eco-friendly product development.
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Low-heat Haircare — As consumers shift towards low-maintenance grooming routines, there is room for disruptive innovation in creating products that enhance hair health while minimizing heat application.
Industry Implications
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Prestige Haircare — The premium haircare industry is poised for transformation with brands like Messy focusing on new beauty standards and consumer preferences for authenticity.
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Sustainable Beauty — Sustainable beauty practices are carving a niche within the broader cosmetics industry, as consumers seek eco-friendly options that align with their environmental values.
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Direct-to-consumer Retail — The online and in-store partnership model exemplified by Messy highlights the direct-to-consumer retail industry's potential for growth and innovation in personalized shopping experiences.
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