Basically, he knows what a girl wants. Born out of necessity, this rather chic "quick fix" is what modern haircare was missing: agility. "It comes from what we do and our needs. Our contemporary modern needs built into my experience over the last 40 years, and my team's experience over that." Knowing the changing narrative of hair better than anyone else, he says lived-in, cool-girl hair "is a way of life now." And the range seems to agree. Cool Girl Barely There Texture Mist is, as you'd imagine, for those seeking cultish strands, a texturiser for that synonymous McKnight "done, undone look" (yes, it was he who started it). Spritz for measured mess and plenty of attitude. Or, if you're a self-proclaimed sleeper and prefer to idle instead of action, Lazy Girl is your gal. A multi-purpose, powder-mist hybrid that acts as a dry shampoo and styling product in one, it's the ultimate refresher for those with slightly sluggish sensibilities. Whilst an undeniable thirst for nostalgia has cast a new light on an archaic product – hairspray. A modern take on an old classic, McKnight's Modern Hairspray takes on a revisited form that is fine in texture and magically malleable for hair multi-tasking at its best. But the most revolutionary of them all? Easy Up Do, a miracle product contrived in the maelstrom of backstage. A texturising hairspray that takes the pin out of hairpin, it is designed as a grip without slip for any kind of up 'do. Plus, at the stroke of a brush, disappears. McKnight magic at its best. Hair scaffolding less the equipment, and heavy-lifting. You had us at 'easy'.