For beautician Margaret Vinci Heldt, hair was not meant to lay flat. In 1960 she put a wig on a mannequin, armed herself with a comb and an industrial size can of hairspray and created the hairstyle that went on to define the look of a decade.
A big, bold, headturner of a 'do, the beehive was immediately adopted by women everywhere - and it's a style that has never really gone away.
Vinci Heldt, from Chicago, died of heart failure this week aged 98.
“I used to tell my clients ‘I don’t care what your husband does from the neck down, but I don’t want him to touch you from the neck up’” she once famously said of the 'hive.
Take a look at some of the most iconic interpretations of the back-combed, bouffed-up look over the years...