# Hair Brand Launches Alli Webb Launches 'Messy' Hair Care at Sephora By Georgia Wray Norsten | Published 2025-06-07 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/alli-webb-launches-messy-hair-care References: [wwd](https://wwd.com/beauty-industry-news/hair/alli-webb-new-hair-brand-messy-sephora-1237898987/)  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](https://www.trendhunter.com/trends/al-inclusive-styling-tool) cofounder’s new brand, Messy, debuts online at [Sephora](https://www.trendhunter.com/trends/roz-launches-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](https://www.trendhunter.com/trends/ai-haircare-advisor), 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 Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 81% | Activity: 90% | Freshness: 41% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **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. - **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. - **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. ### Where This Applies - **Prestige Haircare:** The premium haircare industry is poised for transformation with brands like Messy focusing on new beauty standards and consumer preferences for authenticity. - **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. - **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. ## Related on Trend Hunter - [Hairstylist-Approved Brand Launches](https://www.trendhunter.com/trends/roz-launches-at-sephora.md) - [Science-Backed Haircare Lines](https://www.trendhunter.com/trends/watch-sea.md) - [Performance Styling Haircare](https://www.trendhunter.com/trends/chris-mcmillan.md) - [Fashionista-Inspired Hair Lines](https://www.trendhunter.com/trends/djerf-avenue-beauty.md) - [Elevated Haircare Product Launches](https://www.trendhunter.com/trends/monday-haircare.md) - [Gen Z-Approved Haircare Products](https://www.trendhunter.com/trends/mane-haircare-products.md) - [Celebrity-Led Haircare Launches](https://www.trendhunter.com/trends/commence-hair-care.md) - [Minimalist Haircare Collections](https://www.trendhunter.com/trends/hindsgaul-hair.md) - [Youthful Hair Mists](https://www.trendhunter.com/trends/scented-hair-and-body-mists.md)