Unlimited blowouts for $99 a month? It sounded like a great deal — and it was.

That’s why New York-based startup Vive, which last spring created a ClassPass-like network of hair salons offering the chemical-free wash-and-style treatments, was forced to raise its monthly subscription price last fall to $175.

Now, Vive is doing away with subscriptions altogether, switching to an à la carte menu with on-demand blowouts priced at $35 for one, $99 for three and $150 for five.

The one-blowout package expires in a month, but the others last for a year. “Why should you be locked in?” Vive founder Alanna Gregory told On the Money, resisting the idea of a “pivot” in Vive’s business model.

“Gross margins were healthy” with subscriptions, she said, but added that “seasonality” in demand for the popular hair-straightening treatments made subscriptions a tougher sell in slow periods, which include the height of summer and the dead of winter.

“People were telling us, I didn’t necessarily need this blowout, but I didn’t want to lose it.” Last week, Vive announced $2.3 million in seed funding led by Deep Fork Capital.