Meet the New L.A. Hair Brand New York Girls Can't Stop Preordering


Isabella Behravan

Once upon a time, I fancied myself a "hair minimalist." After temporarily giving up shampoo five years ago, I transitioned into a very low-key routine sans any heat tools, a blow-dryer, or even a brush. But a few weeks ago, I realized I could no longer in good conscience label myself as such: While I once limited myself to a great hair oil, cleansing conditioner, and the occasional mask, I opened the cabinet door of my vanity, and a dozen different styling creams, sprays, and dry shampoos spilled out. Marie Kondo would be appalled—and the question remained: Did my hair even need all this stuff?

Yes and no. I have extremely thick waves that have only become curlier with time, and in recent months, I've spent juggling a number of styling products, mixing and matching in the hopes of finding a balance that coaxes out the best version of my natural texture. But in the interest of freeing up some bathroom real estate, it was time for a change—and as fate would have it, I would soon be introduced to a new haircare brand that operates under an M.O. of minimalism.

Playa is the brainchild of Shelby Wild, a former fashion stylist who has since made it her mission to bottle California cool. With Playa, she does exactly that: Based out of Venice Beach, the five-product line is touted as a "one-and-done" collection. Each formula—a shampoo, conditioner, dry shampoo, salt spray, and nourishing hair oil—is crafted with naturally derived ingredients with the intention of enhancing natural texture. It's simple and thoughtful, but it's no-fuss—the essence of the California lifestyle.