Men with thick, coarse, or hard-to-hold hair who want maximum hold with a glossy, polished finish — think slicked-back styles or defined side parts rather than loose, natural texture. Because it's water-based, it also suits anyone who wants a pomade that washes out easily rather than one that needs extra stripping. It's a straightforward consumer product suited to any experience level.

Thick or coarse hair tends to overpower lighter styling products, which is why this pomade relies on PVP, a strong-hold film-former, instead of the softer waxes used in lighter-hold formulas. The result is hold that lasts through a full day without collapsing, paired with the glossy finish traditionally associated with pomade styling, while still being water-soluble enough to wash out at day's end rather than building up like a petroleum-based pomade would.

Work a small amount evenly through dry or towel-dried hair with fingers or a comb, then style as desired. Add a small amount of water to soften and restyle throughout the day.

Pros:

• Strong, long-lasting hold suited to thick or coarse hair
• High-shine, sleek finish for polished styles
• Water-based formula rinses out with regular shampoo
• Restyles easily by working in a little water later in the day

Cons:

• Contains a sulfate (Sodium Lauryl Sulfate) and a silicone (PEG-12 Dimethicone), which some shoppers try to avoid
• Contains parabens (methylparaben, ethylparaben)
• High shine and firm hold aren't suited to those wanting a natural, matte, or texturized look