Shelby Wild knows beach hair. Growing up on the sunny Mississippi Gulf, she spent her days in and out of the water. When a career move to New York pulled her away from the ocean, she began a search for a way to maintain that same salty-chic texture with a minimum of effort.
The daughter of a scientist, she followed her curiosity into the lab. She studied botanicals, became a certified herbalist, and set out to rethink haircare from the roots up. That thinking became California Naturals, a line designed to bring clean, beachy beauty for the whole family—without the premium price tag.
Now based in Venice, the brand is built on everything Shelby values: vegan, cruelty-free formulas made without sulfates, parabens, or silicones. Fragrances are derived from food-grade natural essences, and packaging is made from 100% post-consumer recycled materials. Thoughtful, but never overcomplicated.
Supported by a team that is mellow and resilient, including Owen Wilson as “Chief Shampoo Officer” and Tony Hawk as “Chief Culture Officer,” California Naturals delivers high standards with a natural laid-back spirit that is anchored in authenticity.
At its core, the idea is simple: great hair shouldn’t be hard—and it shouldn’t be expensive. Shelby has captured that effortless, coastal feeling and bottled it for your everyday routine.
Recently, we caught up with Shelby to learn more about her journey and hear her advice for fellow entrepreneurs.
1. Why did you start California Naturals?
I grew up shopping at drugstores and mass retail stores in Mississippi and later realized so many "natural" products weren't actually clean at all. I wanted to make something with the same quality you'd find at high-end salons, but accessible to everyone at the stores where they're already shopping.
I started Playa Beauty in my early twenties and literally brought ingredients from my kitchen to our chemist with notes on a Post-it. Sadly, I kept hearing from customers who loved the products but couldn't afford to use them every day.
2. What obstacles did you face along the way?
The first ten years I had no idea what I was doing! Then, when I had my daughter in 2020, I realized I didn't have anything in our home that felt safe, effective, and enjoyable for the whole family.
With California Naturals, I incorporated that same year but didn't launch until 2024. Some products went through tons of iterations. But I wasn't willing to launch until everything passed the test with my daughter and me.
3. What lessons do you have for other entrepreneurs?
Make sure you are ruthless about managing the P&L and that you are closing the books on time. All of the small backend details are the ones that matter in the long run, so stay ruthless with your budgets.
4. What’s on the horizon for California Naturals?
This is year three, so it's all about continuing to grow awareness and getting into more hands (and showers) as we grow with retailers like Bristol Farms. We just launched a bunch of new products that the team and I are so proud of, and we're working on some really exciting new categories that will be out later this year.
5. How do you keep work/life balance? What drives/inspires you?
Balance is hard! But I design products for real life—my own included. I use our hydrating Glow Oil Body Wash so I can eliminate extra moisturizing, and my daughter loves our moisture line because it's so fun and naturally green. What drives me is creating products that remove the daily stress of keeping your family clean or taking care of yourself—that is what inspires my team to create products that are safe, actually work, smell really good naturally, and don't break the bank.