I typically apply gel to damp hair, not wet hair, because I have to use too much product and it takes too long to dry if it's too wet. If I rinse or cowash at night (leaving in my conditioner), I will put my hair in a couple of ponys to allow it to mostly dry (or at least half way) and then in the AM brush into place and add gel and brush again until it's smoothed. I've also done it on dry hair too, but I prefer the damp because it dries just as soft as can be this way. This is just my experience, I'm sure other ladies will chime in for what works for them.