Honestly a solid product, I have thick medium sized hair and I can apply this wet or dry. It has a nice hold, low shine, and scent. However, it does have this sticky feeling to it and potentially pulls my hair often as I try running my hands through it. However, I have stopped using this product because it isn’t clean. But, I really appreciated it while I did.

I'll be honest, its a little sticky but its manageable. My husband and my 12 year old son use it religiously. They both like it because not much product is needed and it lasts all day, if you have pretty thick hair maybe use a little more product or you may have to apply it twice. Throughout the day instead of once in the morning. It has a nice scent thats not overpowering and it works great.

I have 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 ... MoreI have 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.

American Crew Forming Cream is a decent styling product that provides a medium hold and a natural finish. It's easy to work with and has a pleasant scent, but it doesn't provide as much control as some other products on the market. Overall, it's a solid choice for everyday styling, but not the best option for more structured looks.

Don't get me wrong, there are a TON of awesome hair gel products on the market today. However, as a male, I find myself running into the same few issues... 1.) Yes, I have thick, Italian hair, but, as a male, I don't quite need "concrete hold." Give us some variety! 2.) I'm often able to find a decent "hold" level, but I'd simply like to smell like something other than Floral Grace in the Spring Pastures. 3.) To bring it all together, we simply NEED a solid degree of hold and need NOT smell like 5W-20. (That's a solid NASCAR Cup engine weight, making close to 900 horsepower, in case my "man-card" is in doubt.

This forming cream by American crew is a medium hold, medium shine type of cream. I have wavy thick hair and it help to keep it tamed and looking healthy and not dried out. Nice inoffensive scent nothing special about that. I would recommend any guy give this a try and see how they like it.

American Crew Forming Cream *****

I'm very pleased with the cream, it goes on nicely and makes my hair shine like when I was younger, and keeps the hold. (that I have to learn how to do) The cream doesn't cake up in my hair like some of the other products I tried where I saw little flakes on my comb afterwards(Gross) never had dandruff so I was not pleased. I will buy the American Crew forming cream again, and check out the other products they have as well !

Deception and terrible quality of American Crew

It is different, changed, now terrible quality. Have used for about 10 years and prior last purchase was the Elvis edition and was the proper scent and consistency. Now smells like an old lady’s, 1970s, hand lotion; smells of alcohol and bandaids. Also has the watery consistency of cheap Jergens hand lotion, used to be a thicker, just short of paste, cream, and had a very pleasant musky vanilla scent. Spoke directly with a company rep and they denied a change, even though, it is obvious and there are multiple strings online stating the quality is diminished. WILL NEVER BUY AGAIN! Would select “0” stars if possible.

Terrible consistency

Bought three of these directly from American Crew and one was usable, one was like stringy putty and the last one was like a thick tacky putty. Two were totally unusable. Customer service told me they can’t replace them since it was more than three months after I placed my order. This shouldn’t matter when the product is clearly at fault! Pathetic customer service that don’t care about their loyal customers. Never again!

it makes your hair look wet because it’s a “cream”

I prefer when my hair looks more natural with a hair product, so this wasn’t for me because it made my hair look stiff and when you looked at it you could tell there was hair product in my hair. If you’re looking for a natural look that’s soft and holds well i would go for the Aveda pure-formance grooming clay. I’ve been using it for a LONG time and it’s the best hair product i’ve ever used. It works for longer hair, but you’ll end up using a lot of it (because longer hair in general requires more product) but i recently cut my hair so it’s a bit shorter now, and it’s PERFECT. I literally use one finger of the Aveda, rub it around in my hands, and then put it in my hair and BOOM, my hair is perfect for the whole day with a soft and natural look. For reference my ... MoreI prefer when my hair looks more natural with a hair product, so this wasn’t for me because it made my hair look stiff and when you looked at it you could tell there was hair product in my hair. If you’re looking for a natural look that’s soft and holds well i would go for the Aveda pure-formance grooming clay. I’ve been using it for a LONG time and it’s the best hair product i’ve ever used. It works for longer hair, but you’ll end up using a lot of it (because longer hair in general requires more product) but i recently cut my hair so it’s a bit shorter now, and it’s PERFECT. I literally use one finger of the Aveda, rub it around in my hands, and then put it in my hair and BOOM, my hair is perfect for the whole day with a soft and natural look. For reference my hair is pretty thick, about 3-4 inches, and i like to style it like Shawn Spencer from the tv show Psych. The only downside is that it’s pretty expensive compared to other hair products, but i’d say it’s totally worth it for the supreme quality. Plus, one container of it should last at least 3-4 months if you’re using one finger of it a day like me. (and like i said earlier, you really only need that much of your hair is anywhere between 1-5 inches!