Hair America

Women are increasingly outsourcing their beauty routines. Now Drybar is turning the simple blowout into a pampering ritual

Therese + Joel for TIME

Blowout chaise offer $40, 40-minute hair styling.

While much of Manhattan is slowly coming to life on a recent Sunday morning, the Drybar in the Flatiron district is already humming. Actually it's throbbing to an orchestra of blow dryers, pop music, even the occasional squeal. Inside, more than a dozen women are at various stages of Drybar's trademark blowout routine: the style consultation (from a menu of five sleek looks, each named after a cocktail), the wash (finished off with a tightly coiled towel) and the product discussion ("How do you feel about hair spray?"). And then the coiffing commences. Drybar is strictly no cuts, no colors; stylists...

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