Wow. And I mean WOW. I've finally found it. I've been searching for years to find the right hair putty, cream, pomade, gel, what have you - and I have never had any lucky. Everything that went in easily left my hair crunchy. Everything that left my hair more natural was tough to put in and pulled my hair out during application. Nothing held my hair - only gel, and I didn't want that.My friend (who could honestly be my twin) with similar hair reccomend this. I was off-put by the price, but decided if he loved it that much, that I'd give it a shot for my upcoming wedding. Let me tell you, I will never look back.It goes in smooth and creamy, and provides a perfect all day hold. Love it