The founder of Playa is back with a new hair-care brand, focusing on mass retail
Summary
This time, shes shifting gears to focus on the mass category.Called California Naturals, the brand launched direct-to-consumer on Friday, with exclusive distribution at Target set to start on July 9. In addition, Wild had a daughter since Playas launch and began thinking more about the financial burden of purchasing products for a family, as opposed to an individuals own beauty habits. Shelby has an incredibly keen understanding of todays shopper, and its clear shes identified a glaring white space in the mass market category, said Ryan, a serial entrepreneur behind brands like Olly vitamins. I think shoppers will really identify with California Naturals strong brand voice and sense of community and, of course, its exceptional products at a price point that cant be beaten. Billed by Wild as St\xfcssy meets Dr. Bronners, California Naturals branding features a laid-back design evocative of bohemian culture in enclaves like Topanga Canyon.