We can always count on Instagram for some interesting beauty trends. Rainbow freckles, ribbon liner and pumpkin spice hair are just a few of the wonderful things the social network has helped popularize. Now, they’re back at it again. The obsession du jour on Instagram? The bun drop.

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Bun dropping videos are surprisingly hypnotic which is why they have quickly started filling up our feeds. The concept is simple: Someone with long, Rapunzel-like strands is filmed from the back of their head. The person gathers up their hair with one hand into a loose bun, then they release it. Voila, the bun drop. Some of the videos even include music and slow motion to enhance the bun dropping experience.

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A video posted by Viktorija Jukonytė (@vikituks) on

It might not sound like much, but when you watch the videos you somehow become entranced by them. They have the same mesmerizing effect as a really good shampoo commercial.

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If you’re looking for some new #hairgoals inspiration, the bun drop videos are where it is at. There are currently 799 (and counting) videos with the #bundrop hashtag, and each and every one of them features silky, shiny strands. Start off watching one bun drop, and before you know it, you’ll be watching 20 of them.