Suited to people with wavy or curly hair who want defined, glossy texture rather than a flat matte look, and to anyone shaping a shorter cut or cleaning up a hairline. Its water-soluble base makes it a reasonable choice for someone who dislikes how oil- or wax-based pomades build up and resist shampooing. Marketed to men and women, with no professional training required to apply it.

Its advantage over a traditional oil- or wax-based pomade is the combination of shine and water solubility: you get old-school polish and definition for waves and curls, but the product washes out in one shampoo instead of needing repeated washing or a clarifying shampoo. That makes it easier to change your look day to day without residue carrying over.

Warm a small amount between your fingertips, then work it through damp or dry hair, starting wherever you want the most definition. Applying it to dry hair gives the most control and shine. Style or comb into place as usual.

• Genuinely water-soluble, so it shampoos out more easily than oil- or wax-based pomades — despite what some third-party listings claim, this isn't a hard-to-wash-out product.
• Delivers a high-shine finish with flexible hold, so styles hold shape without hardening or flaking.
• A small amount goes a long way since it's warmed between the fingertips before application.

• The finish is glossy by design, not matte — not the right pick for someone who specifically wants a low-shine, natural-looking hold.
• Flexible hold won't lock down very thick or coarse hair the way a stronger-hold wax or clay would.
• Contains mica/tin oxide/silica shimmer particles, which some people with very fine or light-colored hair notice as a subtle sheen rather than an 'invisible' finish.