Shelby Wild, the founder of beauty brand Playa, did the impossible. Wild bottled beachy waves and perfect California cool-girl hair. When she set out to create her brand, she wanted products to be infused with the laid-back California spirit she loves so much. She wanted them to be effortless and healthy, but she also wanted them to actually work.
Wild spent years developing this line, working with a range of incredible partners who helped make every aspect of Playa come to life. Her team put their heart and soul into the products, and the end result is quite extraordinary. We chatted to the quintessential California girl about building the cult brand.
You literally bottled the ever-covetable beach hair look! What was your inspiration for starting Playa?
SHELBY WILD: I’m pretty laid back in terms of my routine and before I started Playa, I had super simplified routines for makeup and skincare that were easy and effortless so I could just run out the door. So that was truly the inspiration for the brand; I wanted to create a hair care line for the modern woman that was centered around effortless beauty and air-dry, wash-and-go waves. The line was inspired by Venice, Calif., where I live and our tagline is “Natural California Beauty” so we're natural in terms of the way we approach our formulations and the way we want your hair to look. Playa just helps you achieve the best version of your own hair.
What’s your daily beauty routine like?
SW: In the morning, I wake up and scrub my face with the Alexander Wagoner Exfoliating Cleanser. Then I rinse my face with the Tata Harper face wash. Then I use the True Botanicals Pure Radiance Face Oil and let that soak in while I brush my teeth with Marvis whitening toothpaste. My makeup routine is pretty easy and I’ve used almost all the same products my whole life. I use the Laura Mercier Tinted Moisturizer with SPF, the RMS Uncover Up in 22, RMS Lip2Cheek as blush and lipstick in Demure and then I use the Hourglass Extreme Lash Mascara I put some Playa Ritual Oil in my hair followed by a few spritzes of our Endless Summer Spray and then I run out the door to our new office on Abbott Kinney.
At the end of the day, I generally take a bath. I use whatever is around—right now, its an arnica bath soak. Then I wash my face with the Tata Harper Exfoliating Cleanser followed by the Alexandra Wagner Face Serum and finally the Alexandra Wagner Moisturizer. I’ll let my hair air dry after the bath, then spritz it with Playa's New Day Mist, put it up in a bun in a scrunchie and that’s it! The next morning, my hair is wavy and ready to go. (I’ll spritz a little more New Day Mist in the morning to touch up any wrinkle spots from sleeping or hair ties) I also have a cup of Tulsi Sweet Rose Tea before going to sleep.
What’s the most exciting part of building a brand?
SW: There are new challenges that arise every day! It’s exciting to see something that was just an idea come to life and just the ability to be able to nurture the brand and watch it grow is so surreal and incredible! I’m learning something new every single day—I feel like the whole process is very valuable and stimulating.
What’s your favorite beach ever?
SW: While cheesy, there’s something I love about Namos and Mykonos. I love laying in those iconic beach chairs, having a cocktail and getting up to enjoy the warm water every so often. It’s perfect.
What are your beach bag must-haves?
SW: Amangani hotel in Bali has these beautiful handmade beach bags and they gave me one, which has been my beach bag forever. I always have our Ritual Hair Oil and Endless Summer Spray in my beach bag, because both offer a natural dose of UV protection for your hair. Depending on if I’m flying or not, I’ll have either the Supergoop Vitamin C sunscreen or the Meadowfoam Seed Oil sunscreen if I’m on a plane. Also always have a book, a linen beach towel and sunglasses: I have these amazing Tom Ford Henry sunglasses I’ve had them forever I love them. I also usually have the Supergoop everyday sunscreen, the RMS Demure Lip2Cheek and depending on where I am, Chanel waterproof mascara.
What are you most excited about for summer 2019?
SW: My fiancé and I moved to Malibu with our lab Walter, so instead of traveling this summer we’re just going to hang out and relax at home. Of course, I’ll also work on some fun new products for Playa.
What can we expect next from Playa?
SW: When we approach product we really want to create products that solve for something versus just making products to make them. We’re launching a few new exciting treatment SKUs and we can’t wait to share in the coming months...