PLAYA - DAILY ESSENTIALS FOR EFFORTLESSLY UNDONE HAIR

For most people the Californian lifestyle means only what we know from movies and pictures and then there's Shelby Wild´s version. The former fashion stylist, who did shootings for VOGUE, likes to talk about her work-life balance: "I have a small office corner in my house and look out at the beach and the ocean".

"Simplify your life" was Shelby Wild's motto. After years in New York, she had had enough of big city life in micro-apartments. There was so much mote too sea. And so she moved from the east coast to the west coast and settled in Venice, Los Angeles. The neighbourhood is felt to be worlds away from Hollywood and attracts everyone who loves surfing and a casual, conscious lifestyle. Thanks to its sprawling beach, the perfect place-to-be for the Southerner from New Orleans.

 

The fashionista has always had a soft spot for the casual beach look. Daily swimming or surfing, however, also strains the healthiest hair in the long run. That's why Shelby wanted to create a range of products that are effective, free of harmful ingredients - and as relaxed and easy-going as the cosmos around them. Through her father, a scientist, she has been used to questioning and developing products since childhood. "I have always been interested in healthy nutrition and the natural beauty movement. My father is a scientist and as a child we used to formulate things at home: mud baths, face masks, whatever. It is important to me what I give to my body and when I started to develop the line, I wanted to create products that were really thought through, effective and natural". And so she started fearlessly into her own adventure: PLAYA. Always supported by her favourite motto "There are no failures - just experiences and your reactions to them."

For a deeper understanding of the subject, she continued her education in herbal medicine. And that's why the result of her years of development is anything but superficial. The combination of natural oils, plant extracts and active ingredients stimulates the hair root and improves growth and structure. Nevertheless, the motto here is to keep it simple. The 5 products are sufficient for all cases and are easy to handle

Every Day Shampoo - so called because the founder needed a gentle moisturizing foam to keep up with her active schedule - contains a surfactant derived from coconuts that does not remove the natural moisture from the scalp. Supernatural Conditioner nourishes hair with Brassica and Copaiba oils, while Ritual Hair Oil makes apricot, kukuinus and sunflower oil a real hair miracle. The Endless Summer Spray with its sea salt mist gives a casual structure and at the same time protects lycopene with a UV filter extracted from tomatoes. Then there's Pure Dry Shampoo, a unique product that helped the label get started: "It's simple, it's relaxed, it's healthy," sums up Wild.

Back to Shelby´s Californian work-life balance. After a day at the office, she likes to go to her garden on Abbot Kinney Boulevard, where she grows her own vegetables. But the way back makes her really happy: "At the end of the day I love to cycle along the cycle path from Venice with music. There's nothing that makes me happier than watching the sunset along the coast - it's a constant reminder of how happy I am to live in California. "

Shelby's Summer Hair Routine

"I have very fine hair, and love it when it has a beachy, tousled texture. I use the ritual Hair Oil on dry hair from the middle to the ends and then spray the Pure Dry Shampoo over it. For days on the beach, I slightly moisten my hair and knead the Supernatural Conditioner because the sun and heat activate it as a mask, and when I swim in the ocean, the hair is not damaged or matted by salt."