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Perfect styling for darker hair. Gives texture and control to any look from classic to high fashion. Forming Cream provides high hold, excellent pliability, low shine and a healthy look.
American Crew Forming Cream 85gm
Water (Aqua), Petrolatum, Cetearyl Alcohol, Alcohol Denat, Bis-Diglyceryl Polyacyladipate-2, Lanolin Wax, PVP, Copernicia Cerifera (Carnauba) Wax, Ceteareth-25, PVP/VA Copolymer, Propylene Glycol, Ozokerite, Paraffinum Liquidum, Dioctyl Malate, PEG-40 Castor Oil, PEG-10 Soy Sterol, Sucrose, Cereus Grandiflorus (Cactus) Flower Extract, Glycerin, Fragrance (Parfum), Methylparaben, Ethylparaben, Propylparaben, Butylparaben, Isobutylparaben, Phenoxyethanol.
Express Delivery Available - If ordered before 9pm, delivered by courier next working day. More Info »
If ordered before 9pm, delivered by courier next working day. Available on orders placed before 9pm (2pm weekends and Bank Holidays) for delivery next business day. Applies to most delivery addresses within mainland UK.
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In stock | Usually dispatched within 24 hours
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30% off American Crew
American Crew Forming Cream 50g
American Crew Pomade 50g
American Crew Molding Clay 85g
American Crew Defining Paste (85g)
Where reviews refer to foods or cosmetic products, results may vary from person to person. Customer reviews are independent and do not represent the views of The Hut Group.
Great product. Only need a small amount for desired look. Provides good enough hold to keep style in place but also leaves hair touchable throughout the day. Great delivery service as usual!
Mon Feb 05 19:13:00 GMT 2018 by
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Was sceptical at first when purchasing this, but luckily when I came to try it, it was great. I have hair around 7" at the fringe, shorter towards the back and it is very thick and sometimes hard to manage it without it falling into a centre parting. However, this acts as a great pre styler in wet hair and afterwards on dry hair too. It gives it a smooth and pliable feel, for a
good hold without looking greasy, just a natural full look to your hair, leaving a really nice texture you can change to suit you throughout the day. Definitely recommend, great on pushed back undercut looks.
Sat Jun 13 15:06:06 BST 2015 by
I tentatively purchased this product looking for something that would give me some control over my hair which is medium/long, wavy and difficult to manage at times. I was a user of the Am Crew Fibre before, another excellent product, but that's a better product for shorter-mid length hair.
This is a natural look, with a nice amount of control and minimum shine. Perfect for anyone looking for a natural beach hair/windswept look.
If you've ever used a 'glue' product you'll notice the similarities, but this is far less sticky and much easier to use, you only need a small amount too. I imagine this will last a good 2-3 months for me.
Tue May 05 13:12:30 BST 2015 by
This is a great product! It provides good hold whilst giving your hair a natural shine and brilliant pliability. A really good multi-style hair product. VALUE FOR MONEY AND FAST FREE DELIVERY!!!
Mon Feb 02 12:12:57 GMT 2015 by
I use this stuff when I want to form a quiff. Lift hair and holds very well. Smell good too! Low sheen leaves hair looking less greasy. Only down side is that it's quite sticky and irritates my salt if I wear it all day.
Fri May 23 20:07:20 BST 2014 by
Lasts all day, gives good shine and smells fantastic. Also very lightweight and does not feel clunky.
Sat Jan 18 12:36:00 GMT 2014 by
#1 Top Reviewer
I have over the years tried different /more expensive/cheaper creams but always come back to American Crew. It is non- greasy and you only have to use such a smal amount it is extremely cost effective. A number of my friends have also changed to using it....so it is a case of stick with a reputable cream that is great for your hair and don't waste money elsewhere......
Fri Oct 18 13:02:31 BST 2013 by
Tried lots of Products but this is the best for me medium hold does not dry your hair out keeps hair looking healthy through out the day
Wed May 01 10:43:37 BST 2013 by
I don't know how many different hair styling products I've tried over the years, but I think I've finally found the best. I was initially unsure because cremes tend not to hold very well, but based on the good reviews, I thought I'd give it a go. This product is fantastic. My hair is short and very straight - I've spent years with short crops but have recently grown my hair longer for a comb-over/sweep. Gel is too firm and wet looking, and other pastes/waxes/pomades can be too greasy or too matt. American Crew Forming cream gives a light sheen and the firm hold that can be reshaped all day. A bit pricey but you get what you pay for. Excellent!
Fri Apr 26 21:12:50 BST 2013 by
Tue Jan 01 18:33:52 GMT 2013 by
The Forming Cream 85gm really is as good as the reviews state. When you use it as the instructions say it has a great style and hold, the smell is nice but mild so don't worry about it being overpowering.
Sat Dec 22 14:22:45 GMT 2012 by
This product is very nice, low shine and medium hold. Would recommend.
Thu Dec 13 23:16:03 GMT 2012 by
So pleased with this it has a great smell and has a medium hold and light sheen and very easy to style your hair
Thu Dec 13 13:59:31 GMT 2012 by
Product arrived in a very timely manner with a sufficient amount of packaging to save it from damage.
The product was exactly as described on the site with no problems or issues with it or the service received.
Will use again and highly recommend.
Sun Jul 08 17:29:59 BST 2012 by
I've used a lot of hair products over the years and this is easily the best so far - my barber first used it on my hair and I liked it so much I bought a tub.
For a bit of background to users thinking of buying this product - I have dark short hair which I like to style in a 'messy' look which looks natural without 'spikes'.
This product has been the best product so far because:
It offers a medium hold which lasts for most of the day (obviously if you don't run hands through it - no product is magic - some reviewers on here have a really unrealistic expectation of hair styling products!)
It does NOT leave icky white marks or dust like cheaper products
It is not shiny - it genuinely is matte if you use small amounts so your hair looks like it is naturally styled that way
You only need to use a really small amount to get the 'purposefully messy' hairdo.
It washes out very easily as it's water based - one wash with shampoo does the job easily.
If you rub your hair it still feels soft and you can actually rub out the style if you want to (again without worrying about nasty flakes)
It smells really good but not overpowering.
Overall you can tell from the texture, hold and general feel of this product that it is a high quality product that is worth it's money - much better than all supermarket clay-type styling products I have used for them.
My flatmate also now has a tub and mine ran out so I used his tub even though I have about 4 different supermarket products - that tells you how happy I am with this. Definitely recommended, especially for dark short hair aiming for the 'purposefully messy' style!
Wed Jun 27 00:37:09 BST 2012 by
This stuff is really light and perfect for the summer hairdo!
It's not the super strength sort of stuff that turns your hair into dangerous spiky shards, but holds pretty well throughout the day, and then just rinses out in the shower -no icky residue.
I alternate between this and Fibre -depending on my mood- to get the scruffy/made look I like.
Mon Jun 18 23:58:07 BST 2012 by
And it's the only product I found that washes out your hair easily each day.
Mon Feb 28 00:00:00 GMT 2011 by
The best styling product I have ever used...
Mon Feb 28 00:00:00 GMT 2011 by
I have been using this strong gel called Got2Be Glued (£2.99) for 4 years, but spending £10.00 for this one is deffo worth it! Smells good, and easy to style without ur hands goin all gooey!
Mon Feb 28 00:00:00 GMT 2011 by
I usually use the Fiber but fancied a change. This feels better for your hair as the Fibre seems to pull the hairs, whereas this glides through them. It is a bit sticky at first but after about 30mins, when dried you can remould it as it looks good. Best for short fine hair, anything too long it will weigh it down.
Tue Feb 01 00:00:00 GMT 2011 by
American Crew Forming Cream (85g)