Vive, the beauty concierge service app that’s raised $2.3 million in seed funding to date, has exited its beta period and is now launching to the public in the New York and Chicago markets.

Vive, often referred to as the Netflix of blowouts in that it uses a proprietary salon routing and recommendation system—including ratings and reviews by customers—launched in May 2015 by testing unlimited blow dry services to select members at participating salons for $99 a month. The company quickly amassed a waiting list of more than 14,000 women in New York City.

“While we knew Vive was filling a void, we under-estimated how behavior changing access to unlimited blowouts would be. We also learned that more than 50% of all Vive bookings are made within 24-hours or less of appointment time,” said Alanna Gregory, Founder of Vive and a former Wall Street analyst.

The app also learned there’s an opportunity to increase prices. As of November 10, Vive will offer levels of membership. There’s the entry-level membership, The Occasion, which offers two blowouts for $65 a month in both New York and Chicago. The next level is The Essential, which includes four blowouts per month for $125 in New York City and $120 in Chicago. And the highest level is the The Lifestyle, which offers unlimited monthly blowouts for $175 in New York and $150 in Chicago.