In just four years, Drybar has gone from four salons in  southern California to over forty salons across the United States. Turnover has risen to $50 Million. The company simply provide blow drying and styling with no cuts or colouring. So why do over 120,000 women pay $40 for something they could do for themselves?

The company founder  Michael Landau puts it down to the experience they provide… “What we’re selling at Drybar is a feeling and an experience. For 45 minutes you get to relax and be pampered, drinking a mimosa and indulging in the guilty pleasure of the latest chick flick or celebrity magazine while someone washes and brushes your hair.” He describes it as like a movie in which lighting, set, sound and everything else has to be just so.

Could this work in the UK? Why the heck not. If you have experience of the hairstyling market (or even if you don’t) this looks like a business you could investigate, learn from and copy. With so many hairdressers competing for business, something like this could provide a lucrative competitive advantage.

Idea on its head. What about a Parties For Boys company?