As economic anxieties resurface, so too does a familiar beauty trend from the late 2000s: the tousled, effortlessly chic hairstyle known as “Olsen waves.”
Popularized by Mary-Kate and Ashley Olsen during the 2008 financial crisis, the textured, undone look has returned as a subtle nod to both nostalgia and minimalist fashion. Today, with financial instability once again dominating headlines, the hairstyle is regaining traction—this time with a new generation of fans.
Even style icon Hailey Bieber has embraced the look, recently showcasing her own version and sparking a wave of online tutorials and social media tributes.
A Signature Look Born of Simplicity
Renowned hairstylist Mark Townsend, long-time collaborator with the Olsen twins, is widely credited with crafting the signature style. Defined by its natural waves and barely-there finish, the look pairs simplicity with sophistication. Despite its effortless appearance, recreating the waves often requires deliberate styling, a few well-chosen tools, and, according to Townsend, an essential product: dry shampoo.
Who Can Wear Olsen Waves?
Olsen waves are especially suited to individuals with naturally wavy or textured hair, as the style enhances existing movement without the need for extensive heat styling. This low-maintenance appeal is one reason Mary-Kate and Ashley Olsen have remained loyal to the look for over a decade.
The Appeal of Air-Drying
While some hairstylists caution against air-drying—citing potential frizz, breakage, or even mold if hair is slept on while wet—experts say the technique can still be beneficial when done properly.
“Air-drying is actually great for hair health, especially when avoiding excessive heat,” says Aaron Nallo, founder of Mooi Hair and Revlon Professional Guest Artist. “But achieving a good air-dried style starts with the right haircut—layers that add texture and movement are key.”
How to Achieve the Look
Nallo outlines two main methods for achieving Olsen waves, tailored to different hair types:
For naturally curly or wavy hair: Apply a lightweight frizz-control product, then let hair dry naturally. “Minimize contact with your hair as it dries—touching it too much can lead to frizz,” he advises.
For straighter hair types: Use a styling product with light hold—such as sea salt spray, dry shampoo, or texture spray—and braid the hair while damp. Let it dry naturally or overnight to create soft, effortless waves.
For those short on time or with particularly straight strands, heated styling tools can be used. Nallo recommends alternating the curl direction with each section to avoid a uniform look and achieve the tousled, lived-in effect.
As economic cycles repeat, it seems the beauty world is once again turning to styles that balance ease with elegance—proving that some trends never truly go out of fashion.
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