I immigrated to America in the 1990s from Israel–a country that’s accustomed to what you might call “cursed” hair. People in my birth country know how to deal with it without using chemicals or other drastic measures. In fact, any newly minted hairdresser over there knows how to blow-dry even the most difficult hair as a routine matter. Best of all, they know how to do it without it costing a fortune. For years, women from all walks of life have been able to afford this service. Long ago it became a standard part of the beauty regimen for many women.

When I came to America I noticed that hair salon were all full-service–-there wasn’t salons just for blow-drying. People here didn’t seem to realize that you can style even the most difficult hair with only a brush and a blow dryer. Instead, styling your hair always involved a more elaborate procedure like cuts, coloring, highlights, etc.

Newly married, in a new country, I went to a salon and asked them to blow-dry my cursed hair. Imagine the scene. Imagine three-hair stylists all working on my hair, trying to straighten it up for over an hour. My husband arrives to pick me up but I’m nowhere near done, and my hair looks like I’ve touched a high voltage wire! My hubby sees the struggle of these brave women and me sitting there, feeling embarrassed and apologetic for the hassle and the extraordinary effort I’ve caused.

At this point, my husband and the poor, exhausted hairdressers are all secretly wishing I’ll just leave the building. I get it, so I say politely, “Great job ladies, I look electric.” I pay a bill I can barely afford and we leave. My husband tells me how beautiful I look. Very sweet. But I knew it wasn’t true. Apparently, he did too because he then adds “… I like you with curly hair.” I smiled and couldn’t wait to get home and to go straight to, yes, the shower, and wash my hair.

We’ve come a long way since then. These days the demand for blow-drying services is growing fast. In the past few years, we’ve seen an explosion of new salons like Dry Bar, and others, that specialize in blow-drying services. And now, building on this growing demand, BelBella is taking the next step. We’re creating an app that brings blow-drying right to your door, whenever you want.

Click here to check out the video that demonstrates how the BelBella app works on your smartphone.
TheBelBella app is available both on your iPhone or your Android to download for better user experience. Also, you can book a beauty service on the BelBella web site since you are already here

Matie Kestenberg

CEO and Co-Founder of BelBella