A rendering of a Show Dry Salon Interior A rendering of a Show Dry Salon Interior

Tamara Ecclestone's new Blow-Dry Salons

For those who covet Tamara's glossy and stylish curls, look no further

by 14 October 2014

British socialite and Formula 1 heiress Tamara Ecclestone, who launched her line of Show Beauty hair-care products last year, is set to expand the brand by adding a chain of blow-dry bars — dubbed Show Dry — with locations in the U.K., Ireland and the United Arab Emirates (UAE).

The salons, the first of which is set to open in London this winter, will offer blow dries and hair styling, with treatments ranging from 18 pounds to 45 pounds.

As with Ecclestone’s hair-care line, the focus will be on a “premium experience,” designed to feel like luxurious private member’s clubs. The salons will offer flexible opening hours, valet parking, loyalty programs and a personal driver service.

Ecclestone said that her aim is for the salons to “provide a slick, time-efficient service,” which she called a “natural extension of the brand.”

Freestanding locations are set to open this winter in London, while dry bars will open within Harvey Nichols stores in Manchester, the U.K., and Dublin, Ireland, with locations also planned to open in the UAE, along with dry bars in select Fenwick and House of Fraser stores in the U.K.