The better part of the last decade, women the world over have been cultivating highly customized approaches to mastering air-dried beach waves—with no stone unturned in matters of dry shampoo and salt spray. But, perhaps fatigued with the modern-day Mowgli look, from the red carpet to the street to our Instagram feeds, the penchant for lanky, undone hair is being replaced by a style that looks like it requires major styling but is in fact nearly effortless: the French twist.
Meanwhile, Mary-Kate and Ashley Olsen, those twinning harbingers of all great hair movements, rely on a few bobby pins to keep their messy twists in place. Hairstylist Mark Townsend, who is practically on speed dial for the sisters, sprays pins with dry shampoo (like Oribe’s Dry Texturizing Spray, Sally Hershberger 24K’s Supreme Stylist Voluminous Dry Shampoo, or Dove’s Refresh + Care Dry Shampoo) before sliding them into the hair for maximized hold without being overworked. “Mary-Kate instilled in me that if it takes more than five hairpins, it’s too done,” says Townsend of his less-is-more approach. “The Olsens want their hair to look effortless, like it could fall down at any second, but it does take some work to lock in,” explains Townsend.