DreamDry debuted today as a Valentine to the city’s blowout-dependent women (who can’t get an appointment at Dry Bar.) It’s the new project of super-celeb stylist Rachel Zoe, who personally selected everything from the salon interiors to the chic blowout styles for the Flatiron salon. (It’s also backed by Jay Galluzzo, one of the investors of Flywheel Sports, which is next door.)
DreamDry addresses many of the things missing at the competition, namely an early morning or late night appointment (it’s open at 6:30 a.m. until 9 or 10 p.m.), elbow room (the stations are generously spaced from each other), and a no-shampoo menu of ponytails and updos.
These express styles start at $20, blowouts with shampoo max out at $40, and there are monthly memberships that allow you to get six blowouts and perks for $225, for example.
To choose your hair style you consult an iPad slideshow featuring the chicest ‘dos of all time—such as the Farrah (Fawcett), the Sophia (Loren), and the Veronica (Lake)—and a to-die-for fishtail braid.
Given the reasonably priced services, you might be surprised to learn that DreamDry exclusively uses Oribe, a high-end, stylist-founded hair care line that’s perfected the locks of Kristen McMenamy to J. Lo. You’ll also get your money’s worth with a loyalty program, which puts every dollar spent toward free products, blowouts, and more.
Zoe’s clearly using her business noggin, and looks to have big plans for the brand: a Columbus Circle location is already in the works. —Melisse Gelula
Dream Dry, 35 W, 21st St., btwn Fifth and Sixth Aves., Flatiron, 212-886-5194 www.dreamdry.com