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SEARCHThe cult-classic product has been a go-to for adding texture and sexy shape to hair since it was first introduced in 2010. 12 years later, a limited edition version is unveiled in Los Angeles.
“We’re bringing back the ‘muscle man,’ which is a very cool icon. When you think of the brand you don’t necessarily see that history, but we want to bring that back into our iconography, back into our legacy."--Oribe President and Co-founder Daniel Kaner
On July 18 in Los Angeles, Oribe(the brand) held a celebration of Oribe Canales (the man) and revealed a limited-edition Dry Texturing Spray (the cult classic) that celebrates the hair legend, and acknowledges the incredible success of the product, first launched in 2010. Dry Texturizing Spray has won 48 beauty industry since its introduction, and it continues to be a must-have product for achieving undone texture and cool girl hair.
Pop art, pin-up style drawings of Oribe wrap the product; the drawings were created by New York-based painter Alvaro. The "muscle-man" imagery evokes the energy and charisma of Oribe, and the promise of the American Dream which he more than fulfilled.
Welcoming the guests was Oribe President and Co-founder Daniel Kaner, who reminded everyone that Oribe Canales was originally born in Cuba. “His name, Oribe, was really pronounced Or-ee-bay but somehow it became Or-bay... and it stuck," Kaner said. "He had this degree of swagger, this magic, and everyone who knew him, knew this magic.
“If he was here tonight," Kaner concluded, "he would have been so humbled, he would have been so proud. I don’t think he would have thought it would be as successful as it is—so this one’s for Oribe."
An illustration of the Dry Texturing Spray will be featured in outdoor advertising in New York and LA, as well as Paris and Dubai.
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