Aveda Men Pure-formance Thickening Paste 75ml is a versatile-hold styling paste from the American botanical hair-care brand. Built around amla (Indian gooseberry) extract and 91% naturally-derived ingredients, it's designed to thicken the look of the hair while delivering a flexible, natural finish — suited to all hair types and styles.
About Aveda
Aveda is the American hair and skin-care brand founded in 1978 by Horst Rechelbacher, today part of the Estée Lauder group. Best known for its plant-based, ethically-sourced ingredients and signature spa-aroma scents, the brand sits across professional salons and prestige retailers worldwide. The Pure-formance Men's line focuses on hair and grooming for men.
Key benefits
- Versatile, all-day hold with a natural, non-greasy finish.
- Thickens the look of finer hair for added volume and texture.
- 91% naturally-derived per the brand.
- Suitable for short, medium and longer styles — works as a styling paste, finishing product or texture builder.
- Vegan-friendly per the brand.
Key ingredients
- Amla fruit extract (Emblica officinalis): traditionally used in Ayurvedic hair care; supports hair condition.
- Babassu seed oil (Orbignya oleifera): nourishing plant lipid for softness.
- Tamanu oil (Calophyllum inophyllum): conditioning support for the hair fibre.
- Rice bran wax and jojoba esters: provide flexible, lasting hold without stiffness.
Who it's for
Men with fine to medium hair who want added thickness and texture without a heavy, slick finish. Particularly suited to those wanting a natural, lived-in style or for use as a base for further styling.
How to use
- Towel-dry the hair until just damp.
- Scoop a 5p-sized amount of paste onto the fingertips.
- Warm between the palms to soften.
- Distribute through the hair, working from the ends towards the roots.
- Style with the fingers or a comb to set the look — re-shape as the day goes on.
Specifications
- Brand: Aveda
- Range: Aveda Men Pure-formance
- Product: Thickening Paste
- Format: 75ml paste
- Hold: Versatile / flexible
- Finish: Natural, non-greasy
- Naturally-derived: 91% (per brand)
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