WHAT IT IS: American Crew Heavy Hold Pomade is a water-based pomade that delivers high hold and adds a ton of shine. WHAT IT DOES: Extremely versatile water-based formula rinses clean and offers smooth control with shine. Works well for curly or straight hair and provides a modern flexible alternative to styling gels. Provides tremendous shine and pliable hold. Ultimate hold in a pliable product. Work a small amount evenly through damp or dry hair and style as desired.