Inspired by West Coast living, California Naturals aims to shake things up with natural-leaning formulas and accessible pricing—plus a dose of native-son cool via chief culture officer Tony Hawk.
All products featured on Vanity Fair are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.was about to launch her first hair care brand, Playa, she was living a low-key version of the California dream. The former fashion stylist had left the New York grind and set up camp in a beachfront Venice house, where she balanced work hours with the occasional surf break.
The introductory lineup, which launches at Target this week, covers the daily essentials across hair and body care, with the aim to suit the whole family.A breezy, unflappably cool aesthetic has always been one of California’s most recognizable exports. The 1960s had the Beach Boys and a nascent surf scene; the ’90s saw West Coast style and skate culture disseminated to landlocked mall kids.
That desire to tread gently undergirds the California Naturals range, whose palette of ingredients—avocado butter, olive oil, coconut milk, and the like—would be at home on a food co-op shelf. There’s shampoo and conditioner, along with a two-in-one , a leave-in, and a mask, Wild’s personal favorite. The brand’s ability to pare back costs while committing to botanical-led formulas stems from the market’s evolution in recent years.
“We really want this to feel like Stüssy meets Dr. Bronner’s,” says Wild, eyes lighting up at the idea of ’90s nostalgia aligning with a good-values benchmark in personal care. California Naturals’ positioning comes across in the easy-going campaign casting: a mix of mostly friends and acquaintances, like the white-bearded father-in-law of the brand’s ops director.
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