Another blow dry bar is in the works for Minneapolis: Gust-o will open in October at Calhoun Commons near Whole Foods. This one has a big name behind it: Kacey Pohlad, whose husband Chris is a grandson of Carl Pohlad. Her partner Betsy Hawn has more than a decade of marketing experience with Gap and Target. The two commissioned retail guru Tina Wilcox’s brand agency Black to do the salon design. “Blow dry bars are typically white on white with a pop of color,” Hawn says. “Ours will have a different design sense and feel to it.”

The basic formula will be similar to other blow dry bars: $35 for a shampoo and style in under an hour. “The thing we’re really trying to hone in on is efficient luxury. I’ve had blowouts where the service takes an hour and 20 minutes,” says Hawn, who has been test-driving the competition. “I think everyone has done good job with their own concepts. There’s always room for competition.”

A second Gust-o will open still this year in Boston, where Pohlad, a former legislative assistant to Senator Amy Klobuchar, moved recently with her husband. Boston is a bit behind the Twin Cities on the blowout craze with just one blow dry bar so far. Four have already opened this year in Minneapolis (St. Paul, anyone? Anyone?).  See our blow dry bar guide to find one near you.