Dry Texturizing Spray (or “Dry,” as we all know it) is often called iconic. But I believe that icon status doesn’t just happen with time; it comes from creating an entirely new category and constantly going above and beyond the highest expectations. Well, that’s Dry.

Oribe Canales did extreme hair — wigs, updos, period hair — the full gamut that session hairdressers create backstage and on set. And so he needed extreme products to keep up with these looks. Oribe designed our styling line as tools that session hairdressers could use to achieve their art. Dry is a tool that gives Oribe’s signature style in a can: volume, separation, and slept-in, piecey texture. A single spray does all that. Not only did the professionals love it. It also had an amazing effect on our consumer base, because now anyone could pick up magic in a can and look like the celebs Oribe was styling.

Our team went through so many iterations to develop this fantasy formula. Years of them! We had to make sure it worked exactly to Oribe’s conditions. He would test each iteration on his supermodel clients and take it to salons to ensure it worked flawlessly each and every time. He demanded that it spray just so — a technology that didn’t (yet) exist. So when Dry finally launched in 2010, it was so good, it didn’t just change styling. It created an entirely new category of hair care.

Dry is a testament to Oribe’s relentless quest for products that push the standards of performance in the pursuit of unapologetic glamour. When he talked about his VIP clients, from Cindy Crawford to Jennifer Lopez, he would say, “They were already beautiful. I just made them look more...” So to celebrate Dry Texturizing Spray’s 15th year in the world, we wanted to put together a campaign that celebrates Oribe’s empowering message, which resonates now more than ever: Look More.

We hope you love it. It truly is magic in a bottle.

#oribeobsessed,

Daniel Kaner

Co-founder and President

Oribe Hair Care