AFTER TURNING THE BLOWOUT INTO A cultural obsession WITH DRYBAR, Alli Webb IS ENTERING A SOFTER, MORE soulful era.

Since selling Drybar, the beauty entrepreneur has traded sleek perfection for effortless texture, launching her newest venture, MESSY, to help women embrace their natural waves and curls. As a founder, free spirit, and self-proclaimed horse girl, Webb is building this next chapter with intuition at the center. After all, sometimes the biggest glow-up comes from letting go of perfection entirely.

Read about Alli Webb’s journey in her C&C 100 interview below.

You’ve accomplished so much since the last time you were featured on the C&C 100 list. What’s been the biggest pivots you’ve made in your business since then?

Well back then I was in the midst of building Drybar, which I sold 6 years ago. I’ve been on both a spiritual and hair journey ever since and really fell in love with my true hair texture. As I started to embrace my waves, I started to dream up products that would support that transformation. Thus, Messy by Alli Webb was born. We launched Messy less than a year ago with the intention of helping women start to love and embrace the hair that they have through hydrating and nourishing products that really work and also help empower women to love their own hair - leaving the pursuit of perfection at the door.

The beauty industry has so many new players. How have you approached building something with longevity?

Authenticity will always win. It’s that simple. Building something that’s baked with love and strong positioning and undying passion and being self aware enough to know where you need help aka a very strong and dedicated team. There are so very many components that go into making a company successful and those that have all the pieces are the ones generally around for the long haul.

What’s a risk you’ve taken in this latest chapter of your brand that paid off?

For me, it’s been the major pivot from what I originally built with Drybar - this idea of perfection being the epitome of beauty. I still love a good blow out from time to time, but deciding to launch a brand that strives to help women feel beautiful (through healthier hair) with the hair they were born with - is much more aligned for me now, but a risk nonetheless.

“You don’t have to know everything or have all the answers when you start, you just have to start.”

What was the biggest mindset shift required to go from where you started to where you are now?

Faith and trust. I think I’ve always had this, but holding this crucial belief that it’s all going to work, despite all the challenges, is how I approach my business and life everyday.

What is something you will not sacrifice in the name of success? Have you ever had to turn down opportunities to stay aligned with your values?

100%. As a busy entrepreneur, mother, partner, friend, etc there are always going to be conflicting opportunities. I choose very carefully what I will or won’t do. I tend to get very quiet and go inwards as I evaluate anything that needs my attention. If it doesn’t feel right in my body, for whatever reason, I stay very connected to my intuition, which is never wrong.

Your journey is so unique and has inspired so many people. What advice would you give to people who want to follow a similar path?

Go for it. You don’t have to know everything or have all the answers when you start, you just have to start.

What does success look like to you right now versus when you first started?

Good question. Success has changed a lot for me. I recently moved to Nashville because I was craving more space and land and a change of pace. Being able to do that, and again listening to my soul's calling - that’s success. That’s happiness.

What’s something you would do more of if you had the time?

I’d be on a horse everyday if I could!!