As the daughter of a hairstylist, Long Island native Jackie DeJesu knew exactly who to go to when her hair dye was washing out too fast. “My mom said to me, ‘You know, you need to get a showercap,’” says Jackie, who, at the time, was working as an art director for mega fancy ad agencies like Saatchi & Saatchi. “But the selection out there was so bad that I couldn’t bring myself to buy one.” So she started toying around with her own designs, with her first mission being finding a fabric that was truly waterproof (most are just resistant), breathable (because otherwise trapped humidity turns into frizz-spawning steam), and quiet (wearing plastic under a shower spray sounds like being inside a tin can during a downpour). Once she locked that down, she set out to make a turban-inspired shape that could fit even the wildest, waist-length curls, in bold prints like marble and large-scale florals that ladies would proudly let hang out next to their fancy soaps.
The 2015 launch of Shhhowercap dovetailed with a collective realization that we could all stand to scrub our strands less, which has sent converts Jackie’s way. “A huge percentage of our customers aren’t women who switched from another brand of showercap,” explains Jackie. “They’re women like me, who hated the old designs so much they were dancing around their showers trying not to get their hair wet instead. What does that say about the opportunity for growth?” —liz sheldon