Alli Webb made a name for herself as the visionary behind the blow-dry empire Drybar, and now, she’s stepping back into the world of haircare—this time with an entirely different approach. Her new haircare brand, Messy, which launched in Sephora and online earlier this summer, focuses on embracing your natural hair rather than trying to achieve the “perfect” blowout. The brand’s ethos is directly tied to Webb’s personal journey of leaving perfectionism behind after exiting Drybar in 2020. In this episode, she discusses how she developed the mantra-based product names, why the only thing she’s “anti” is the idea of perfection, and the relationship between Messy and the “clean girl” aesthetic. Plus, we get into who gets permission to be messy in our current culture.