Dryby Revamps Blowdrys and Manicures In Fitzrovia With A Gorgeous Studio

With blowdry bars being a largely American phenomenon, they’re just experiencing the kind of cult status that has been feverishly percolating for half a decade in cities such as New York and Los Angeles.  An entrepreneurial duo are bringing the indulgent service to the UK and making it near-irresistible to resist getting a bouncy, silky hair. Originally from Budapest, sister-duo Krisztina van der Boom and Anita Puluczkai came from completely different career backgrounds before they decided to open Dryby in Fitzrovia (74 Mortimer Street). “Obsessed with service, comfort and good hosting, we’ve designed a serene, home-like space for smart, busy women to come and take a little time for themselves.” And do they ever make that easy to do: cheap-and-cheerful rates, botanical products (from names to know in hair such as Philip B.) and staff that are knowledgeable as they are gentle with the whole process. Plus the design of the space is unlike any other that’s been seen in the city.

Here are three things that stand out:

Lush, Luxe Design: Refurbed by Soma Build’s Mark Amos and designed by close friend Clemence Pirajean, lead partner at French design firm Studio KO (Chiltern Firehouse, Aesop) Dryby’s look feels truly special. Furniture was custom built and other interior accessories were also sourced from Menu and Fritz Hansen. Much of the original patina of the floors was preserved and moulding untouched.

Beautiful Blowdrys: You can get a blowdry for £32 and be in and out in less than 45 minutes. That’s magic to most. And the more luxe the treatment, the higher the price and more lavish (and lengthy) the experience. The Philip B Deluxe Treatment is £145 (tailored restorative session, consultation and scalp treatment, plus a silky smooth blowdry with Philip B products). Dryby also offers courses to teach you at-home tricks of the trade starting at £280.

Budapest-Approved Treatments:  If you’re in a hurry, which most people are in busy, bustling London you can get a quick manicure here. Express Manicures start at £21 (“shape, polish and go,” 30 minutes). But on to what’s really exciting (and what most deserve to indulge in): The Luxury Spa Manicure is an hour of pure bliss at £55: a Hungarian-style session with lots of nail and cuticle work, exfoliation and any polish you want.