★★★★★July 6, 2015
Worth it
I've used the American Crew Fiber and Pomade. This product, the "Forming Cream" I would describe as the middle, the perfect balance. My hair is thick, somewhat coarse, yet soft. I wear my hair short, almost like a buzz and usually let it grow longer so that I can comb it over (by longer I'm talking 4-5 inches on the top, sometimes more). What I didn't like about Fiber is that it can be too clay like and usually made my hair too stiff. I found fiber to work best the shorter my hair was, but even then it was a super strong and stiff hold. It was actually working as intended, but not to my liking. What I didn't like about Pomade was the high shine and depending on how much used, greasy feel to my hair. And once again, you buy Pomade for the shine, so working as intended but not to my liking. The forming cream (this product) works awesome. It mixes well into your hands for applying. It's very easy to work with. My hair doesn't look greasy yet stays in place all day. It keeps my hair looking and feeling natural. It blows in the wind yet returns to place when I run my hand through my hair to fix it. It provides hold whether my hair is long or short. Almost no shine, which I prefer, and has a very slight coconut smell. The amount provided in one container will easily last me about a year. For the price, it is well worth it. Will buy again.
Name Goes HereVerified purchaseHelpful (65)
★★★★★November 22, 2012
Similar to the Pomade...just less shiny.
Update: Since I wrote this, I've changed how I do things. Now, I blow dry my hair bone dry, and then use the defining paste (matte, and holds good with just a tiny spritz of hairspray). I also have some left over forming cream, and it works really well too, just gives the hair a shinier look. For me, that shinier look is nice if I'm going to a wedding, or dressing up...that sort of thing. I blow dry the hair in the front up, blow dry the rest totally dry, put some defining paste in my palm, rub my hands together vigorously and warm it up, and then work it into my hair. I love the way the defining paste smells, matte looks nice, and it's super easy to get that messy but controlled look. I have slightly wavy hair, not stick straight or curly. I decided to leave the rest of my original review below. Funny how the process changes over time! Experiment and have fun, but I personally think the Defining Paste is awesome for matte, and forming cream if you want a little bit of shine (but it's harder to work into your bone dry hair, and doesn't smell as good). ******************************************** Original Review I copy and pasted this from my Pomade review! ************************ I've used four different American Crew wax/pomades, and they are all great. They smell great, and they are relatively inexpensive. The hard part is figuring out...what product is good for what hair? I've gone from very short guy hair, to longer guy hair...and as I've done that, the American Crew product that I prefer has changed. With my hair really short, I was using their "classic wax," which they no longer make. I started trying their Fiber product on that short hair, and it worked pretty well. Get my hair fairly damp, work the Fiber in, and it would give me good hold...little spike in the front. Another product I was using with my short hair was TIGI Bed Head Men Matte Separation Wax. That stuff is REALLY sticky...which is fine for short hair. Before I move onto the Pomade, the other thing to consider is...varying the dampness of your hair prior to the product will have a HUGE effect on how it works. For example, you can have your hair fairly damp with the stickier (ie high hold) products, and still be able to work it in really well. As your hair gets drier though, two things happen. The hold becomes even MORE pronounced, but it also becomes harder to work into the hair. So as I grew my hair out...the Fiber began to work less well. I had a lot more hair, and because it's a "higher hold," it actually started to weigh my hair down. Spiking up hair that's only an inch or two long worked fine...but as my hair got to 3+ inches, it would start to fall over. And the Fiber is fairly sticky...so your hair needs to be fairly damp to work it in, but then it doesn't want to stay up. Now I will FINALLY talk about the Pomade! I had to move to a "lower hold" product...and I wasn't used to this at first. I was leaving my hair fairly damp, and putting the pomade into that didn't give it much hold at all (though depending the style you want...like a more traditional mad men kind of look without a lot of spike, then that would be fine). I wanted a little more spike and "verticalness" to my hair, so what I had to do was start drying it more. I've started using a blow dryer to "train" my hair in the direction I want, and to get it much drier (not 100% dry, but maybe 75%). Now the pomade has much more hold! The other product I've been using is the Forming Cream. It's similar to the pomade...but a little less shiny. It has worked well in my longer hair, and like I said before...to get any hold, I need my hair drier. You will probably have to try a couple different products until you find the one you really like. But before you give up on any one product, vary the dampness of your hair first. Hopefully my experience will point you in the right direction. For short hair, use the high hold products with damp hair. For longer hair, use the low hold products with drier hair.
Nathan CVerified purchaseHelpful (55)
★★★★★November 19, 2014
Best hair product found in 30yrs
I've used a lot of different hair gels over the past 30 years and even a few hair sprays back in the 80's, do they even make Stiff Stuff anymore? Unlike the aforementioned spray, this forming cream is one of the best products I've ever used. My last personal favorite was the now discontinued Burt's Bees natural hair gel for men. It worked well but simply didn't last and my last tube was just about gone when I looked for a replacement. The forming cream, while not being touted as "natural" works far better than the Burt's Bees gel or any other gel for that matter. Pros: -All day/night hold with no crispy hair feeling. I was shocked when I woke up the next morning and my hair looked fine. -All day/night healthy shine. I like my short hair to have a bit of a shine, not grease shine but enough to help darken up my hair. Previous gels eventually looked dry or like I wasn't wearing anything. -No flaking so far. I'm still experimenting with how much product is needed. So far a very small amount goes a LONG way. I can only describe it like old shoe polish. Wipe your finger over the product, wet your hands and product, work through your hair. If you need more wipe and repeat. Cons: -Hard to say this is a con but the smell is a bit strong at first. You get used to it and my wife didn't mind. It is a musky smell that isn't overbearing or harsh but is definitely not typical of hair products I've used before.
TheCaptainVerified purchaseHelpful (5)
★★★★★December 16, 2011
Multi-purpose
I've tried this product at 2 vastly different hair lengths (10" and 3"), and it behaves slightly differently at the different lengths. It also behaves differently depending on if your hair is wet or dry. For reference, I have mix of hair (the curse of having one parent with straight red hair, and another with curly black), and really thick hair too. This mix of hair means my hair is near impossible to control at any length. The product feels tacky and sticky, but not overly so - and dry, not greasy. Because of my thick hair, it was near impossible to work through my hair when dry - but it would work through just fine with damp hair. This allowed me to kill the friz that normally plaques my hair. Then, to keep my hair from being as flat, I would add just a tiny bit more after my hair was dry again, that would work through just fine now that there was cream already in my hair. When my hair was longer, it helped my hair fall in pieces (rather than just being frizzy throughout). After cutting my hair to a much shorter 3" in length, I was able to use the cream to help form my hair into just about any style I wanted (much like Pomade) - without my hair looking shiny or feeling greasy (provided you didn't use too much, which is easy to do when you're still going through the learning curve). When it comes to amount, even when my hair was very long, I didn't need much, I would just lightly run my index and middle fingers over the top to the product. I ended up with 2 pea-sized dabs, one on each finger, that I would then warm with my hands and work through my hair. Then after it dried, I would just dab my finger into the cream again apply between my finger tips, and then style as desired. After cutting my hair shorter, I needed even less. Lesson: less is more. It does about the same job as a Pomade, but without the shine and no greasy residue. Being water-based as well means it washes right out, even without shampooing. However, it also means the rain can also wash it out - so bring an umbrella. I bought a 3oz jar in mid-august, and while I used it sparingly, sporadically and at varying rates (because of experimenting with styles and changes in hair length), I have only just started to run out. I have settled on a length and style, and I will be purchasing again.
M. BrowneVerified purchaseHelpful (4)
★★★★★April 23, 2024
Perfect Styling Solution for Men
I've been using the American Crew Men's Hair Forming Cream for a while now, and I have to say, it's become my go-to styling product. This cream offers the perfect balance of hold and flexibility, allowing me to achieve the hairstyle I want without feeling like my hair is glued in place. One of the things I love most about this forming cream is its versatility. Whether I'm going for a sleek, professional look or a more relaxed, tousled style, this cream delivers every time. It's easy to work through my hair and provides just the right amount of hold to keep everything in place without looking stiff or unnatural. Another great feature of this product is its matte finish. I prefer a more natural-looking hairstyle, and this cream gives me exactly that. It adds texture and definition without any shine, which is perfect for a laid-back, understated look. I also appreciate that this cream is lightweight and doesn't leave my hair feeling greasy or weighed down. It washes out easily and doesn't build up over time, so my hair always feels clean and fresh. Overall, I can't recommend the American Crew Men's Hair Forming Cream enough. Whether you're styling a sophisticated business look or going for something more casual, this cream has you covered. It's a must-have for any guy looking to elevate his hairstyle game.
RobertVerified purchaseHelpful (4)
★★★★☆May 17, 2012
Great product and love the smell
After commenting on other reviews I have te pleasure to make my own review on this item which I bought here in Amazon. I love this prodcuct and honestly will mention its pros and cons because it does has its cons! I reeived this item few days after paying for it and it arrived pretty melted I dont blame the seller I blame the terrible hot weather we have in the lower states specially here in FL where temp arouses almos the 90 degrees. The cream came almost oily due to the high temp. I had to put it close to the AC for few hours to get it back to normal shape, it did helped but the cream is also creamy and it melts fast but still is usable and I love it! However the jars are misleading with these low medium or high shine this one is very similar to other forming creams it does produce a low shine to medium shine at times depending on if you apply it with wet hair or dry hair. I noticed with wet hair tends to get a medium shine and with dry hair gets a low shine. The smells is great love the smell, it smells so soft and natural it has a very natural smell kinda of vanilla but not actual fake vanilla. Overall I will be getting me the American Crew Grooming cream which is for high shine and high hold I love my wet hair look but meanwhile I use this one! However hold is weak this states hold is high i will say to me is low to medium hold I need to use an extra product for hold or use hairspray to keep my hair in place because this cream kind of melts in our hair and does not give you that strong hold some might need specially i ou have medium long hair. So if you are looking for a good hold opt for American Crew Fiber instead!! I recommend getting the small jars to try them out if ur not sure on which product is best! Pros: Great natural smell Great natural low to medium shine Great small jar to start with Great price here in Amazon of course Great texture none sticky Cons: Weak hold Melts to fast Turns into oil if tempeture is high
LevinVerified purchaseHelpful (3)
★★★★★November 27, 2010
This is what I've been looking for
I have medium-long hair that's also pretty thick, so its been a challenge finding something that will keep my hair in-place and get rid of the friz, while still not BLATANTLY LOOKING like I have something in my hair. First I tried hair gel but it flaked off disgustingly after it dried and just gave me an annoying spike look. Then I tried mousse and that didn't flake but it still dried in a way I didn't like and made my hair look dull. Now I got this stuff and wow, this stuff does what I've been wanting. Just put a tiny pea-sized amount in your hands when your hair is only slightly damp and style like you want. It keeps even my thick hair in the basic shape I want with that small amount. It also doesn't harden when it dries so it gives an awesome natural, "out-of-the-shower" look for several hours (as in 7 or 8 hours). The shine is only slightly shinier than what the American Crew Shampoo and Conditioner gives me. It all washes out really easy in the shower when you're done. If you do want to do spikes just put it in the hair when it's still really damp after a towel dry. Just be deliberate when you put it in your hair. This is not a product where you put it in your hair, THEN style. You have to style while you put it in, as it won't let you run your hands easily through your hair once its in.
RoscoeVerified purchaseHelpful (2)
★★★★★November 13, 2025
Great product with awesome quality
I love this product! We’ve been using this product for over a year now, and I can confidently say that its quality is top notch for its price. It holds my hair up with the perfect medium shine and moisture level. My hair texture feels very comfortable, and I definitely love how flexible my hair is when I apply the product. Not the best curling ability, but for controlling your hair in general, it’s an excellent choice. The size of the container is pretty good too, and it lasts me about a few months per container. The picture is what’s left after using it about 2 months. (Still a pretty good amount left) Overall, it’s a great product and I would definitely recommend getting one for yourself!
Amazon CustomerVerified purchaseHelpful (1)
★★★★★May 17, 2016
Don't freak out if the product looks "half-full"
First, I've seem some people complain that their product came "half-empty" or used. Please be aware that this product often ships on its side, sometimes through hotter climates that causes the product to soften and accumulate on one side. This is NO way affects the usability of the cream. Either pay $18+ for this in a retail store to get it perfectly flat, or save almost half of that money and deal with a little unevenness! I have THICK, wavy/curly (2 inch curls) hair which is currently about 3 inches up top and short on the sides. Lately I've been using TIGI Bed Head Control Freak on my hair, damp. I let that air dry for 10–15 minutes (hair dryer gives my hair too much volume) and then apply this Forming Cream. The Control Freak helps to smooth my hair and make it much more accepting of the Forming Cream. This cream is great because the appearance is extremely natural, the hold is adequate and yet workable as long as it is in your hair, and it washes out much easier than other products like clays and waxes. Depending on your hair and your desired style, you will most likely work your way through products trying to find what works for you. I can't tell you that this is that miracle you've been waiting for, but I can attest that it is a very pleasing product to use and quite versatile. Bed Head Control Freak Serum by TIGI for Unisex - 8.45 oz Serum
Patrick BVerified purchaseHelpful (1)
★★★★★May 19, 2026
Good product like all Crew hair products.
It doesn’t seem any different from the Crew cream I’ve been buying for years or can buy anywhere.
JimVerified purchaseHelpful (1)
★★★★★October 25, 2025
Hairdresser approved!
My hairdresser uses this for both male and female clients. I'm female and I've been using it for about 3 years now. Love it!
JannurseVerified purchaseHelpful (1)
★★★★★October 6, 2025
Great
Great product, holds well and doesn’t produce dryness.
MarceguzVerified purchaseHelpful (1)
★★★★★December 27, 2024
I love this stuff
I've tried a lot of different hair products and most of them give me headaches due to the fragrance that they have or some other chemical that's in them. But this stuff is amazing. No more headaches and for some reason it leaves my hair looking healthier after using it. It has some kind of leave-in conditioner effect where the texture and shine of my hair is an obvious upgrade in how I look. It washes out super easy and I don't even use conditioner after shampooing now because it has that Conditioner-Like effect. Honestly, I can't recommend it enough for people who have thick wavy hair.
Moist_yet_CrispyVerified purchaseHelpful (1)
★★★★☆June 14, 2025
Shipped in a box
Great product, but it really needs to be shipped in a box — the plastic bag doesn’t offer enough protection.
Vlad The ImpalerVerified purchase
★★★★☆October 9, 2025
Packaging need improvement
Need improvement on packaging, this product can melt in certain temp. Maybe need to seal the side of the cap to prevent leak. Other than that it’s a good product.
MxVerified purchase
★☆☆☆☆October 25, 2025
EMPTY ITEM !
DONT BUY IT ! This product don’t have the seal And is half empty
DOOR DOCTOR INVESTORSVerified purchase
★★★★★November 23, 2025
Great product
Great
Will KVerified purchase
★★★★★May 25, 2026
Buen producto
Fijación media a suave, apenas para peinados que no requieran gran fijación.
Alexander RojasVerified purchase
★★★★★December 20, 2025
Crew
As advertised
amaiznmgVerified purchase
★★★★★December 29, 2025
works well
My husband has used Crew for years. His barber turned me on to it, and he likes it.
Amazon CustomerVerified purchase
★★★★★July 26, 2026
Buen producto
Fijación y brillo igual a la descripción
Carlos EstradaVerified purchase
★★★★★March 13, 2026
My son loves it.
Style hair great, it’s not heavy in the hair, works throughout the day, ease to use. It’s a wonderful product.
Celeste KellerVerified purchase
★★★★★December 27, 2025
👍🏻
👍🏻
Charles James YorksVerified purchase
★★★★★September 3, 2025
You wil be styling...
I've used this for years as I'm not a Fop man. I bought this last one because I was going to attend my High School 50 year reunion. I put some in my hair and I gotta say i was looking great. Got to the reunion and to my amazement, it was full of old people. Anyway, i like Crew and it works well for me, washes out easily and you don't need much
Colleen GrotkeVerified purchase
★★★★★October 23, 2025
Good hold
Good hold
debbie champagneVerified purchase
★★★★★November 1, 2025
Happy in Minnesota
Makes my hair feel thicker than it is
Happy in MinnesotaVerified purchase
★★★★★January 5, 2026
Works Well for Short or Long Hair
This American Crew hair forming cream works nicely on both short and longer men’s hair. It provides good control without feeling heavy and is easy to style. A solid, versatile product.
HappyLifePNWVerified purchase
★★★★★July 19, 2026
Perfect for Everyday Styling
We’ve been using this on my son’s hair every day, and it’s become part of our morning routine. It gives his hair enough hold to keep it looking neat without feeling stiff or sticky. His hair still looks natural, and it washes out easily at the end of the day. A small amount goes a long way, and the light scent isn’t overpowering. Great for everyday use if you’re looking for a clean, natural finish.
KristinaVerified purchase
★★★★★March 14, 2026
Look for a sale same price as target
Love the natural hold
RaymondoVerified purchase
★★★★★July 23, 2026
Bad order.
This order is fine. The previous order of crew was not the crew product. It was grainy water down.
Richard SchultzVerified purchase
★★★★★May 12, 2026
Worth the buy
I
SandHVerified purchase
★★★★★December 12, 2025
It works great!
This product gives fullness to my very fine hair.
Susan Kallash-BaileyVerified purchase
★★★★★October 1, 2025
Great deal
Exactly what I ordered at a great price!
VincentVerified purchase
★★★★★December 23, 2025
Great product. Don’t be fooled by by the small container, it lasts a long time.
Great for a light hold, a little healthful shine and natural look.
William F. HuffVerified purchase
★★★★★January 6, 2026
…
i’ve tried a lot of gels and this works best for my hair.
AdamVerified purchase
★★★★☆July 30, 2025
Great Product, Smaller Container
Great forming hair cream. The container size is a bit smaller than expected or as compared to some other similar products, but the performance was exactly what I would expect. Smell was very enjoyable and not at all overwhelming. Product did not create too much shine to my hair, just held it in place where I wanted it. I will say that by the end of the day, it seemed to stop working... so the longevity may be suspect. Regardless, I always looked great when walking out the door!
R. ErtleVerified purchase
★★★★☆November 16, 2015
Gets the job done!
The American Crew forming cream is a great product that accomplishes exactly what it says. It has a medium hold and adds a medium shine. The shine is not super noticeable, but I personally like a little less. It still gives off a very natural look that is a balance between not trying to hard, but also looking clean. If you have medium length hair, I would recommend something with a little stronger hold, but if you know what kind of product you're looking for, then this one is high quality. It is easy to use and has a softer texture than something like a fiber. My only downside is that when it is really windy it can definitely mess up your hair. I also never had a problem with cleaning it or getting it out of my hair when I shower. It also has a great scent to it which is definitely a plus! Pros: Good hold Adds shine Easy to use Nice scent Easy to wash off Cons: Wind can mess up the hold
kkimVerified purchase
★★★☆☆June 6, 2026
Good
Decent gel use a little by little
Steven perryVerified purchase
★★★☆☆September 9, 2025
Great product, bad packaging.
Love the product but the container without a seal for shipping caused the products to leak out of the lid and made a mess. I returned the first shipment and the second shipment was exactly the same. I decided to give up and cleaned both containers in this shipment, but will be cautious the next time on the distributor being used.
Donald E RiegseckerVerified purchase
★☆☆☆☆April 18, 2026
Looks and feels greasy
Used this product for many years but it seems the formula has changed as now the product makes my hair look and feel greasy. Stopped using.
Amazon CustomerVerified purchase
