For anyone who wants a firm, structured style with obvious shine that holds in place all day, such as slick-backs, side parts and sculpted looks. American Crew pitches it for set-and-forget styles that need structure that won't move. Being alcohol-free and low-pH, it suits people who find classic gels leave their scalp dry or flaky. Anyone after a matte or soft, touchable finish should pick a paste or cream instead.

This gel is built around a specific trade-off: keep the strong hold people expect from gel, but remove the alcohol that usually comes with it. The dual-polymer system does the holding, while panthenol and allantoin are there to counteract dryness, making it a fit for someone who wants a defined, shiny, all-day style without the tight, dried-out scalp feeling some classic gels leave behind.

Apply to towel-dried or damp hair. Work from the scalp through to the ends, then push or style hair into place and let it set — the brand's own directions say to leave it alone once styled, since reworking it after it's dried can disrupt the hold.

Pros: alcohol-free and non-flaking; high hold with high shine in one product; low pH to avoid drying the hair and scalp; spreads easily thanks to its carbomer gel base; three sizes, including a 1000 ml bottle for barbers and regular users.

Cons: it sets firm, so the style can't be reshaped once dry without re-wetting; the wet-look shine is wrong for matte or natural finishes; it contains added fragrance.