Shelby Wild is a Los Angeles-based entrepreneur and former Vogue stylist who founded the cult prestige haircare brand Playa before launching California Naturals in 2023. With over a decade of experience in haircare and a passion for accessible clean beauty, she built California Naturals to deliver dermatologist-tested, vegan, cruelty-free formulas to mass-market consumers at under $12. She leads the brand as Founder & CEO, backed by investors including L Catterton, Owen Wilson, and Eric Ryan, with distribution at Target, CVS, and Ulta Beauty.
