American Crew Forming Cream – styling cream with medium hold and a natural finish

With daily styling, the problem is rarely a lack of product, but rather how the hair behaves later in the day. Hairstyles that seem to have shape in the morning can lose their texture after exercise, heat, or simply time. Other products hold their shape well, but leave hair feeling hard or unnatural when touched.

Without a balanced styling cream, a compromise often arises: either flexibility without control, or control without freedom of movement. With medium hold, that balance is especially critical. The product should guide, but not restrict.

American Crew Forming Cream is designed for men who want to give their hairstyle direction without setting it. The product is ideal for short to medium-length hairstyles where shape, volume, and natural movement must continue to work together, even when the hair is reshaped throughout the day.

Advantages

• Retains shape during normal daily movement without feeling stiff or hard.
• Gives a light, natural shine that makes the hair look cared for, without any visible product effect.
• Makes finer hair more manageable and makes it appear fuller without weighing it down.
• Can be easily remoulded with the hands.
• Remains stable at changing temperatures, indoors and outdoors.
• Easily washes out with regular shampoo, without product build-up.

Key Features

• Styling cream with medium, flexible hold.
• Water based for even distribution.
• Natural finish with subtle shine.
• Suitable for daily use.
• Content: 85 ml.

How do you use American Crew Forming Cream?

1. Apply to dry or towel-dried hair; excess moisture reduces control.
2. Take a small amount. For medium hold, the dosage determines the final result.
3. Rub the product warm between your palms for even distribution.
4. Work from the roots towards the lengths and ends and determine the desired direction.
5. If necessary, use a hair dryer for extra volume and structure.
6. For restyling, re-modeling without additional product is usually sufficient.

Ingredients (INCI)

Always consult the packaging for the most up-to-date ingredients list.

Aqua (Water), Petrolatum, Paraffinum Liquidum, Cetearyl Alcohol, PVP, Copernicia Cerifera (Carnauba) Wax, Glycerin, Sucrose, Lanolin Cera, Parfum (Fragrance).

Sustainability & environment

The water base makes the product easy to rinse out, which limits daily buildup. No specific claims are made about renewable resources. Packaging disposal and recycling are handled in accordance with local guidelines.

Vegan, cruelty-free & suitability

• Vegan: no – contains lanolin, derived from wool fat.
• Cruelty-free: unknown – no clear, verifiable claim for all markets.
• Suitable for coloured hair: yes – does not affect hair colour with normal use.
• Sulfate Free: N/A – not a cleansing product.
• Paraben free: yes.
• Silicone free: unknown.
• Suitable for daily use: yes.

Brand history

American Crew was founded in the 1990s with the goal of repositioning men's grooming as a professional field. From the beginning, the brand worked closely with barbers and hairdressers, prioritizing practicality and predictable product behavior.

Forming Cream has become a staple in the range because it meets the realities of everyday styling. No extreme hold or overpowering shine, but controlled flexibility that allows for adjustments throughout the day.

Floor for the advanced user

The medium hold is primarily determined by PVP, a polymer that provides structure without completely hardening. Combined with petrolatum and carnauba wax, it creates a balance between shape retention and suppleness. This allows the hair to remain manageable, as long as the dosage is kept to a minimum.

For fine hair, overdosing can lead to loss of volume. In that case, it's best to work in two very small steps, possibly combined with gentle heat. For hairstyles that require maximum hold, a product with a higher hold is more logical.

Summary

American Crew Forming Cream 85 ml is a medium-hold styling cream for men looking for control without setting their hairstyle. The product offers a natural finish, remains restyleable, and fits into a daily routine. Expect flexibility and a well-groomed look, no hard or fixed styling.