You already know I’m a huge fan of SHOW Beauty, I could wax lyrical about the products all day long. SHOW Beauty is one of those brands that you’re either aware of because you use and love it, or admire it from afar, or you’ve never heard of it. If you fall into the latter, then let me give you the skinny: SHOW Beauty is a luxury haircare brand born out of founder Tamara Ecclestone’s love for beautiful products, scents and ingredients that really work. In a nutshell, it’s like having your cake and eating it, it’s the very best of the best and it fuses the luxury fragrance industry, with the haircare market to give a truly unique range of high quality, sulphate free hair products that leave you smelling better than Harrods Fragrance Hall.
So, you know that there’s a range of products that’s constantly being researched and expanded because you’ve obviously read my posts on the launch of Lux Volume, SHOW Beauty and the SHOW Beauty Hair fragrance right? Well, London is also home to the physical arm of the business: SHOW DRY.
SHOW DRY is the ultimate blowdry bar. Not only is it home to some of the best Hair Artistes in the business, it’s also a very cleverly thought out business that’s pitched perfectly to the needs of the client. Ecclestone frequents the salon herself and every new member of staff inducted must first blowdry Ecclestone’s hair in her signature style, as well as create a custom up do. That’s quite the test when you think Ecclestone’s hair is literally her crowning glory.
The salons themselves are uniform, the signature black and gold detailing oozes polished elegance, whilst the blush pink cuts through with a feminine edge. My regular SHOW DRY salon is in Notting Hill and they always ‘manage’ my hair for me throughout each season of London Fashion Week. I’m not too proud to say that I’ve been brought forward from second to front row because of an awesome braided up do by SHOW DRY during the FW17 show season and if that’s not a high five moment then I don’t know what is.
The SHOW DRY team live and breathe SHOW Beauty. They know the range inside out, they know the dual purposes of each product and can teach you some hacks that will change your life, like using the Moisture Conditioner as a leave in serum – seriously guys, you blew my mind with that one, cue BOOM emoji. They can prescribe the exact product from the range for your hair’s needs, but more than that, their styling skills are amazing.
When I first partnered with SHOW DRY for show season, I was coming out of a pretty grim period with my hair, remember my post on Overcoming a Hair Disaster? Well this was around the time of said hair disaster and I was very limited on what we could create with what little hair I’d been left with. Because of that, we decided to shoot for some funky braids that would conceal the damage to my hair and still showcase my awesome colour. Fast forward to the SS18 LFW season and I’ve still never actually had a blowdry by SHOW DRY (although I’ve sat next to Tamara Ecclestone whilst she’s had hers done so can vouch) and I’m back here for another braided creation.
What makes SHOW DRY different than other blowdry bars is that here, your every need is catered to. Whilst you’re in the care of the salon, you’re very well looked after. Each station has an iPad Mini with the latest magazines downloaded for you to browse, a lightning charger for your iPhone and a range of products for you to peruse. Your iPad is loaded with a menu from which you can select drinks like Prosecco or custom blend coffee, or light bites like popcorn and other sugary treats whilst you’re coiffed. The salon is both pet and child friendly too with dog bowls for your furry friend and a mini blowdry menu for your mini me.
In my case, my Stylist and I browse the internet for inspiration and find two styles that will work well on my hair and decide to mash them together to create something urban looking that will last for a couple of days. She coats my dry hair in a mixture of SHOW Beauty Finishing Oil and Moisture Conditioner to not only tame it, but to also give it some grip, and gets to work on two African / Dutch braids. Once they’re braided back, she sets about creating two braided buns at the nape and pins them securely. Within around 20 minutes we’ve got a cool, urban style pinned in position and I’m ready to hit up my first show of the day SEMIR x GREENCODE.
SHOW DRY isn’t just about the Bouncy Blowdry – which they do amazingly – they’re also able to create bespoke styles depending on what you’re up to and your own personal style. I’m working on the improving the condition of my hair right now as it’s a little delicate, it did start to thicken up again then had a bit of a dip in both length and condition after misplaced faith in a big name North East hair salon (you can read about that here), but who knows, it may even be thick enough to sport the signature blowdry next season.