Men with short-to-medium length hair who want a natural-looking, non-shiny hold. It suits everyday consumer use (not a professional-only formula) and works across most hair types, though very fine hair may need only a pea-sized amount to avoid weighing strands down. Good for anyone who dislikes the wet/glossy look of gels or pomades and wants a matte, "your hair but held" finish.

The main reason to reach for this over a gel or pomade is the finish: it holds hair in place without the shine or stiffness those formats leave behind, which is what "ultramatte" is actually promising. It's aimed at a specific look (natural, matte, medium hold) rather than trying to be an all-purpose max-hold product, so it earns its place for guys whose main complaint about other stylers is that they look "too done."

Apply to towel-dried or damp hair (not soaking wet, not fully dry). Work the cream through from roots to ends, then mold hair into the desired shape. Let it dry naturally or blow-dry into place; the matte effect activates as the product dries down, so avoid brushing through repeatedly before then.

On the plus side, the matte finish genuinely reads as "no product" rather than slicked or shiny, and the cream format means it distributes without clumping the way some waxes do. It's a medium hold, not a strong hold, so it will not lock down longer or thicker hair for a full day, and it's not the right pick for anyone chasing a high-shine or wet look. Because it dries down rather than staying tacky, restyling later in the day usually means adding a touch of water or product rather than just reworking what's already there.