We are absolute slaves to dry shampoo, and by the looks of things so is everyone on Instagram.
After taking to social media to promote Ouai Dry Shampoo Foam, celebrity hair stylist, Jen Atkin, has been inundated with comments from Instagram users only dying to get in on the action.
Set to drop in the States in four days time, the new product claims to actually remove oil and product build-up instead of simply concealing it for a day or two.
In addition to sharing footage of the product in the run-up to its launch, Jen has given Instagram users a tutorial on the way in which to apply to hair for maximum results.
Rocking a barnet that apparently hadn't been washed in three days, Jen applied the foam to her tresses, and instantly transformed a relatively lacklustre 'do into a volumised beachy look, and we're officially converted.
"Game changer," remarked one of Jen's followers while another added: "I want! I need! I must have!"
We're with them on that one.