STYLEDRY

STYLEDRY is a Dutch haircare brand founded in 2019 by Evelien de Vries [6]. It began as a small range of "quick fix" hair tools — a turban shower cap, a dry shampoo compact powder and blotting papers — designed to keep hair looking cleaner for longer between washes, and has since grown into a fuller line of natural-ingredient shampoos, conditioners, masks and styling products.

The company is based in Scherpenzeel, in the Dutch province of Gelderland [3]. Its debut in 2019 was reported by the trade publication Cosmetics Business, which covered the launch collection and profiled de Vries [6]. Some coverage frames STYLEDRY as a UK-market brand, since its first retail was through Harvey Nichols in Britain [6]; the company's own contact page, however, lists a physical address in the Netherlands, and the brand is treated here as Dutch in origin [3].

STYLEDRY was founded by Evelien de Vries, who, according to Cosmetics Business, drew the idea from her twin sister Annelie [6]. Annelie washed her hair roughly once a week while de Vries followed an every-other-day routine — a contrast that prompted de Vries to create products to help hair look cleaner for longer between washes [6]. The resulting debut collection paired an accessory, the turban shower cap, with two "quick fix" haircare items: a dry shampoo compact powder and blotting papers meant to de-grease hair.

The turban shower cap remains the brand's hero product. Described in Australian trade coverage as made from soft, stretchy lycra with no elastic to leave marks on the hairline, it is sold in a range of patterns and colours [7]. From this accessory-led start the brand expanded into a full haircare range, and its current flagship line is the Pineapple & Coconut collection of shampoos, conditioners and treatment sets.

The line leans on natural and fruit-derived ingredients — coconut, pineapple, watermelon, aloe vera and hyaluronic acid among them. STYLEDRY highlights a "natural pineapple polymer" made from discarded pineapple crown leaves, which the company says forms a lightweight film around the hair to add volume, grip and flexible hold while protecting against UV and environmental damage. The brand states that all of its formulas are sulfate-free, paraben-free, vegan and cruelty-free, and suitable for all hair types.

STYLEDRY presents haircare as a form of self-care, using the tagline "Your Hair Deserves a Sanctuary" and the line "Haircare for Everyone, Powered by Nature." The company describes its aesthetic as minimalistic luxury built on natural materials and clean ingredients. Products are sold directly through the brand's own e-commerce site and, in various markets, through retailers; at launch these included Harvey Nichols in the UK, and in Australia the range is handled by the distributor Phoenix Nationale [6][7].

STYLEDRY says it uses recyclable packaging made from post-consumer waste. Since the beginning of 2023 it has partnered with CleanHub to collect ocean-bound plastic, working through the Bali-based organisation EcoBali [4]. The company reports recovering 500 kg of plastic in a year, which it equates to roughly 50,000 plastic bottles [4].

The brand is active. Its current Pineapple & Coconut haircare collection is live on styledry.com, and the site actively sells and ships to markets including the Netherlands, Belgium, Germany and the United States. The CleanHub sustainability partnership has continued since 2023, and the brand's products are stocked by several international retailers.