Wet Look Trend: What it is & Where to Shop

The key is to separate two jobs: shape and shine. A product that adds gloss may not hold a slicked-back style in place. A strong-hold product may create structure without the soft finish you want.

What the recent runways show At Di Petsa’s SS27 “Holy Milk” show, Efi Davies and the TONI&GUY Session Team used LABEL.M Fashion Edition Gel for a saturated, high-shine finish, followed by hairspray to secure the shape. The reference retained the models’ natural texture rather than making every head of hair identical.

For GESTUZ at Copenhagen Fashion Week SS27, Oribe documented a softer post-swim approach: damp hair shaped into a double French twist, with loosened sections. Maximista Thickening Spray and Supershine Moisturizing Cream served different roles in that backstage routine.

Choose the version before choosing the product Slicked-back roots: a defined direction at the hairline, with the lengths left down or gathered back. Glossy waves or curls: visible texture and separated sections rather than a uniformly flat surface…