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

11 months ago 26

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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.

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