Shape Shift suits anyone who wants to restyle or rework their hair through the day rather than set it once and leave it, since its flexible hold allows re-molding without adding more product. It works across hair types and lengths, though because it's a level 2 (light-to-medium) hold, it's better matched to soft, textured, or piece-y looks than to a style that needs to stay rigidly fixed for hours. It's sold as a professional styling product but doesn't require a stylist to apply.

What sets this apart from a fixed-hold wax or paste is that the gum stays workable in hair rather than drying into a set shape, so a style can be reshaped or tousled later in the day without washing it out and starting over. The glossy finish and UV filter are secondary benefits layered on top of that flexibility, aimed at hair that's going to be exposed to sun during the day rather than at protecting from heat styling tools.

Apply to dry or towel-dried hair; it isn't meant for soaking-wet hair.

1. Warm a generous amount between your fingers or palms.
2. Work it through dry or towel-dried hair.
3. Shape hair into a defined style, or tousle it for a more disheveled look.

• Pro: Reworkable through the day, since the elastic gum texture doesn't set hard the way stronger waxes or pomades do.
• Pro: Adds glossy shine along with a UV filter, doing double duty as a light styling protectant.
• Pro: Works across hair types and lengths without adding noticeable weight.
• Con: Hold level is moderate (level 2), so it's not built for styles that need to stay rigidly fixed all day.
• Con: Contains two paraben preservatives (methylparaben, propylparaben), which some buyers specifically avoid.
• Con: Some third-party retail listings market it as 'strong hold,' which doesn't match Wella's own flexible, level 2 hold rating — worth knowing if you're expecting a stiff-hold product.