Why People Are Obsessed With This Cult-Classic Dry Texturizing Spray
In our column That One Product, we tell the story of how your favorite beauty brand’s cult-classic products came to be—and why we can't stop buying them.
It might feel like every celeb and stylish French girl on Instagram has perfectly messy, tousled waves — but odds are, they didn't wake up like this. In fact, there's a pretty good chance they used Oribe's Dry Texturizing Spray to get that piece-y finish that looks like actual bedhead, but better.
Beloved by beauty editors, celebrity hairstylists, and anyone who loves effortless-looking hair, the spray has amassed a cult-following since it first hit shelves because at the time, there was no other styling product like it.
"We knew from the start that Dry Texturizing Spray would be a signature product in our line because there was nothing like it in its category," says Daniel Kaner, Oribe co-founder and president. "At the time, blow dry bars weren’t mainstream and dry shampoos weren’t a popular product in the consumer market. We were introducing a completely new concept into the industry, and Dry Texturizing Spray did a lot to define the category."
And there's stats to back up everyone's obsession: One can of Oribe's Dry Texturizing Spray is sold every minute. It's the brand's best-selling product, and it took 70 formula submissions before they got it just right.
On top of adding a texture to hair, the polymers in the formula give hair grip, which makes styling updos and braids easier, plus adds volume to any look. But, what makes Dry Texturizing Spray unique is that it does all of the above without leaving white powdery residue on hair.
Celebrity hairstylist and the brand's co-founder Oribe Canales came up with the concept for Dry Texturizing Spray during styling sessions on-set. "He and other session stylists were using dry shampoo as a styling product to create texture and volume, but they were battling with the residue and dullness that these products often leave behind," Kaner explains. "We wanted to create an invisible styler that had the positive characteristics of dry shampoo — texture, grip, grit, volume and light hold — and would leave hair with a healthy glow."
This month marks the brand's 10th anniversary of creating must-have styling products like Dry Texturizing Spray. To celebrate the occasion, the brand's repackaged the best-selling formula into a limited-edition sequin-adorned can. Now, that's a birthday suit.
Think about the number of dry shampoos it took trying before finding one that goes on completely invisible. A multipurpose product like Dry Texturizing Spray was a stroke of genius a decade ago, and still holds true today, which is why celebrity hairstylists and beauty editors continue to give it their stamp of approval.
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The Oribe Dry Texturizing Spray 10th Anniversary Edition for $46 at oribe.com starting today.