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The wet-look on the runways

Wet-look hairstyles were a staple across the SS24 runways – think Bella Hadid and Alix Earle. Here Katrina Kelly, Senior Creative Colour JOICO EMEA team member shares tips on how to recreate the super-shiny style.

Katrina Kelly

First things worth

First off, before we talk technique, the key to an edgy wet-look is in the right products. “To achieve lacquered lengths, the right products are required to give the hair that shiny, textured look” says Katrina. “It’s best to start with damp hair, that’s been blow-dried about 75%. Then to achieve the I’ve-just-come-from-the-beach’ look, the key ingredient is gel – and lots of it!”

More is definitely more

“To achieve the best wet-look, spread the gel evenly from the root to ends, and don’t be afraid to use too much,” insists Katrina. “There’s no such thing as too much gel when it comes to wet-look hair!” 

Katrina recommends using JOICO JOIgel Firm Styling Gel, which provides excellent support and shine for the hair without flaking. Next up, use JOICO Beach Shake Texturising Finisher to create beachy, windswept waves. To finish, the hair guru suggests using a shine serum to make the hair glisten. “I recommend the JOICO K-PAK Color Therapy Luster Lock Glossing Oil, a shine enhancing oil designed to nourish and protect the hair,” says Katrina. 

Word of warning

When trying to achieve the wet-look, Katrina insists it’s important to be mindful of the client’s hair-type. For example, if they have fine or thin hair, the hair usually tends to look sparse when wet. “If looking to try out the wet-look, be sure to use a lightweight gel so that the hair is not weighed down at the root, causing the hair to look even thinner. Even if the client has thinner hair, you can still make this look work.”

It’s clear we’re going to be seeing a lot more of this look steeping out of salons and we can’t wait!

For more information on the colour world of JOICO, click HERE.


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