In the 1990s, supermodels ruled the runway, and famed stylist and Oribe Hair Care co-founder Oribe Canales was the man behind the voluminous, glamorous hair that became synonymous with the era.

Canales used to say of his VIP clients, “They were already beautiful. I just made them look more.” 

These feminine, dramatic, powerful looks of the ’90s still inspire today. Recently, Oribe Global Principal Artist Mandee Tauber interpreted Canales’ iconic creations for the current generation, while honoring one of Oribe’s signature products: Dry Texturizing Spray. 

More is More

Tauber created the campaign, Dry Texturizing Spray: Look More, with styles that celebrate empowered femininity with effortless polish–a modern take on the supermodels of the 1990s.

“The hair is all about volume, natural movement, and seductive texture, with a lived-in finish that embodies strength, style and confidence,” Tauber says.

She adds, “Dry Texturizing Spray was integral in creating the fashion-forward looks of the campaign.” 

A Cult Classic

When Oribe’s Dry Texturizing Spray was introduced in 2010, it was the first of its kind and quickly became a best seller due to its high-performing formula. The invisible dry hair spray builds massive volume and sexy texture with patented polymers that absorb oil at the roots. 

But producing the spray was anything but simple. 

It took years to invent a product that provided the grip, height and texture of a traditional dry shampoo, while also delivering a healthy dose of shine. 

To further complicate the spray, Canales wanted it to shoot out rather than mist. It took two years just to develop a custom propellant system. But all the time and energy that was poured into Dry Texturizing Spray was worth it. It wasn’t just the first of its kind, it launched an entire new category in hair care.

“Oribe Canales did extreme hair—wigs, updos, period hair—the full gamut that session hairdressers create backstage and on set,” says Daniel Kaner, Oribe co-founder and president. “And so he needed extreme products to keep up with these looks.”

Kaner adds, “Oribe designed our styling line as tools that session hairdressers could use to achieve their art. Dry Texturizing Spray is a tool that gives Oribe’s signature style in a can: volume, separation, and slept-in, piece-y texture—a single spray does all that.”

Check out the Look More campaign on Oribe’s social platforms, and shop Oribe products, including Dry Texturizing Spray here. 

This article reflects the views of Oribe and does not necessarily represent the views of Modern Salon or Bobit Business Media.