It can be applied onto wet, damp, or dry hair. I sprayed it on my hair after I had towel-dried my hair. When you apply it, it sprays out as a mist rather than something from an aerosol can. The thickness of your hair will dictate how much you spray. I have to spray a good amount because my hair is thick.
Once you spray it on, you can use your hands to scrunch up the hair or twirl/twist it to get the texture you want. My hair has a natural wave to it, so I'm not sure how this will work on straight hair. I do know that no matter what, it will give your hair extra body.
After I sprayed it on, I allowed my hair to air dry. You can use a blow dryer with a diffuser if you want. Throughout the drying process, I would occasionally scrunch and twist my hair. It does give you a nice smell to your hair, and it's not an over-powering smell. Your hair will probably have a little crunch to it after it has dried.
Overall, I love this product, and I would highly recommend it to anyone. I bought mine from Ulta for $5.99.
I just tried the Beach Babe on dry hair. I brushed my hair thoroughly and then sprayed on the Beach Babe. Instant waves. I kid you not. If you were wondering if it works on dry hair, it does. I think it works better on dry hair than towel-dried hair.