California Naturals founder Shelby Wild: In mass retailers, 'the focus is on clean'

With over a decade's worth of experience in the hair-care industry, entrepreneur Shelby Wild is now venturing into the mass hair-care space. In July 2023, Wild unveiled California Naturals, a clean hair-care brand that launched direct-to-consumer and with exclusive distribution at Target. Compared to her previous hair-care brand, Playa, Wild is taking a different approach to hair care by zeroing in on more affordable but still effective products. Currently, all of California Naturals products are priced under $10.

According to previous Glossy reporting, prior to launching California Naturals, Wild raised $4 million from consumer investors L Catterton, Sandbridge, Midnight Venture Partners and Elizabeth Street Ventures. Investors Eric Ryan and Roth Martin also contributed to the brand's funding round.

Though California Naturals, with its accessible price point, may target a different consumer, the core of why Wild got into hair care in the first place remains.

"Most of what I did at Playa informed California Naturals. I always knew that I wanted to create a mass market iteration of Playa," Wild said on the latest episode of the Glossy Beauty Podcast. "I grew up in the South ... and we weren't a high-income family. So for me, throughout my childhood, product development and product discovery was happening on the shelves of Target, CVS and Walmart. It wasn't happening in Sephora or Ulta. While I was creating these prestige products [at Playa], I was also seeing and hearing the feedback — not only from our own customer service channels, but also from my peers at home — that the price point was just too high."

As California Naturals approaches its first anniversary, Wild said a few exciting things coming down the pipeline. For starters, the brand tapped pro-skater Tony Hawke, who also serves as the chief culture officer, to create a new fragrance for the brand set to launch this month. A-list actor Owen Wilson also joined the brand and will be a major part of the product development side of the business as well as future marketing campaigns. And in February, California Naturals is set to launch moisture shampoo and conditioner, which was mostly driven by the brand's community and audience.

On this week’s episode of the Glossy Beauty Podcast, Wild talked about the reason she launched a second brand and the differences between mass and prestige.