American Crew Forming Cream

*****195 reviews
85g 3 x 85g - Save 10% 50g
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£14.90 & Free delivery

Forming Cream provides a medium hold and pliability with natural shine. Lanolin wax boosts hold and Sucrose conditions and won''t dry the hair.

Directions for use: Work a small amount evenly through damp or dry hair and style as desired.

195 customer reviews

Rated 4.5/5 based on 30 customer reviews
You can never go wrong with American Crew products. Forming Cream has a great texture and long lasting beautiful smell. The lovely smell of the hair product lasts all day. I have quite thick hair and even this product works and keeps my hair in the shape I originally styled it as. 100% recommended!
*****
With applying this in different ways and differing amounts, you can get anything from a slight style hold to full on defiance of what you think your hair will do. Even when using a lot the cream dissipates into the hair (takes longer if using more), keeps the style in check whilst being able to run your fingers through it and it not looking like you're using any product. Superb.
Very sticky and seemed to semi harden my hair,but when used with defining paste seems to work ok.
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Very quick and as described - I have used the Cream for many years and am always impressed with it - Nice to get a "Holiday sized" freebie as well
*****
Very light cream with a very pleasant, but faint scent. Unlike many of the creams and pastes on the market it does give a thickened look to your hair and holds it without you (or anyone taking an interest) being aware of it.
*****
Very good service, I received the goods very quickly.
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very good service super product
Very good product, holds well and washes out easliy. Cannot fault product or delivery service which was really quick
*****
Very good product!
*****
Very fine texture which makes it easy to style your hair once applied, even comb it. unlike Defining Paste (another one I've tried) this product doesn't add weight to your hair so you can keep your quiff up it that's what you wish. My only criticism is the pot, I think it should come in another kind of container as for the texture of the product it's difficult to know what amount of product you grab when you deep the finger inside.
****
very efficient cream, used on a daily basis by my husband
*****
Very awesome product, super good postage. The product is sticky yet silky.
This stuff is so good I had to buy a big tub to last me longer.
*****
This is the best stuff ever and I have been using for years. Far better than gel (does not go hard) or wax (does not look greasy). Worth the money.
*****
This is the best hair product I've ever used for when I have short-medium length hair. It holds almost any style all day long, and it's very easy to wash off the hands and out of the hair. It smells nice and if you use the correct amount the tub lasts for quite a while.
*****
This is a really good product gives hair a good look and feel, as well as re workable at any time but still having keeping a shape to what style you work and re work through out the day
The foaming cream was just what I needed.The cream doesn't stiff my hair and and it's quite flexible. All in all a good product.
****
The best styling cream on the market.
*****
The best product I've ever found for my hair.
*****
The best product ..... Simple!
I have been using this for four years, and I have not found anything better. It holds, looks natural and it does not grease your cloths, head rests etc.
I have tried some of the other products on the same rage and though they do work this suites my hair best. Find yours!!
*****
The best hair product I've ever used - invisible hold all day long and can re-style without greasiness. Couldn't be without it! Also use Fiber when I need something stronger. Also, get good service from UK Crew shop with prices about the same as in the USA.
*****
The best hair product for me, like wax but easy wash out and better to apply
*****
Strong and shiny! A+ Beautiful Smell!
*****
Speedy delivery. Great product. My son uses it. It gives him a great hold without looking ridiculously stiff. One comment- they could reduce the packaging a little, even though I recycled it all.
*****
Smells good
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Seriously the best hair styling product I've ever used..
Will definitely be ordering more soon!
*****
Provides good hold and natural shine without leaving the hair dry. Good product.
****
Premium quality and quick delivery
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Perfect. Excellent hold and shine. Smells good too. Recommended 100%.
*****
Perfect for styling now I have got the hang of it
*****
One of the best! Less harsh than fibre, less glossy than pomade but equally good for great looking hair.
*****
Nice not sticky and still a good hold. Easy washable which is perfect for every day use.
*****
My husband likes how this does not make his hair feel like 'Lego hair'! It's makes it still soft enough to run your fingers through but looks 'styled'.
*****
My favourite hair styling product for over 2 years now!
Amazing hold and easy to use. Thanks.
*****
My favourite American Crew product- all the better with 50g extra free.
*****
Muy buen producto. Recomendable a todo el mundo.
Most easy product to use. Great hold and a great shine finish.
*****
lovely smell, easy to use and wash out, might be my favorite, still experimenting with other american crew products first though :)
*****
Love this product smells great
*****
Love it! Every time I have tried a different product my hair turns oily and needs to be washed daily!
With AC Forming Cream it's a mild product that washes out easily every day and doesn't make your head feel greasy.
Please keep making it!
*****
I've been using this stuff for years - I'd highly recommend it for a clean, strong and non-brittle) hold. You don't need to use much, so a small pot goes a long way. Application tip: being water based, it works best when applied to slightly damp hair with slightly damp hands.
*****
I've been using this every day. Its my most used hair product. I had a perfect amount of hold and shine for a daily hairstyle that's not too formal nor casual. I works well in long hair too. If you were to buy just one thing from american crew, it would have to be this.
*****
It would be nice if you actually delivered my order - still no sign of it despite s phone call chasing it up after 5 days !!!
It literally does what it says on the jar but with the bonus that your hair maintains a natural look. I have fair hair that struggles to stay put. This cream has just enough hold to give your style a structure without looking as though you have layered the stuff on.
is outstanding
I'm practicing swimming three times a week and the Forming Cream is an excellent way to fix my hair before going back to work.
*****
I was looking for a suitable replacement product for AC's Classic Wax which I've used for years but disappointingly they no longer seem to make. This fits the bill perfectly - good hold, not sticky and brushes out easily. Highly recommended. Online shopping experience really good too.
*****
I use this product every day and are very happy with the results.
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I just can't use other product then this, it is the best one i even had
*****
I have used this hair product for the last 18 months, thanks to its recommendation by my hairdresser from when I was living in London - Anthony's Male grooming salon in Balham, SW12. Since then, I am completed satisfied with what Forming Cream can do with my hair. One tub lasts for months and fully justifies its price tag. Now I have relocated from London, I will continue to order Forming Cream from American Crew Shop as and when I require. I recommend this product to people I know.
*****
I have been using this product for about 4 years now, by far the best hair product I have ever used. I wont be changing it any time soon.
*****
I have been using this hair product for a few years now and it is by far the best i have ever used.
*****
I continue to use this product as I have found it suits my hair and gives me the type of look I prefer, however if I could find an over the counter outlet I would use that rather than this website, as I feel the additional cost of delivery rather expensive.
****
Having spent years trying to find the right styling cream for my hair, I discovered forming cream from my old hair dresser in 2006 in Clapham, SW London.
Since then I have used this religiously - there is no better product for my personal hair styling needs!
*****
have used this stuff for the last 3 years - excellent
*****
Have used this product for years. Great hold without the stickiness and mega shine that maybe the younger crew want, PS i'm 53!! Never stop lookin good Guys.
*****
Have used for a number of years now and keep coming back for more must be good.
*****
Have used before, so we knew what we were buying, but good price with the bonus 50g.
*****
GREAT..............
*****
Great 'superior' product, speedy delivery...just what I was looking for
Great stuff, have been using it for a few years now. It gives good hold, and smells great.
*****
Great stuff - not greasy and brushes out but not too easily. I have hair that won't do what its told and this product has been my favourite solution for years!
*****
Great product....
*****
Great Product. Will use again
*****
Great product, You don't have to use too much to get a great result.
*****
great product have been using it for years.
*****
great product added bonus having the shampoo free!
Great product
*****
Great product
*****
great price, easy to order arrived within 4 days a day early, great service
*****
Good strong hold cream. Works on dry or wet hair.
****
Good product does not leave your hair dry very easy to use and also washes out easily.
*****
Good package and excellent product, as always.
Delivery was very delayed... eventually due to Christmas season.
*****
Good hold with a little bit of shine. Hair can easily be re-styled throughout the day.
Good but need a slightly softer product when my hair is a bit longer....
****
FORMING CREAM: An excellent product that can be "cocktailed" with the Fiber or Pomade to create great styles!
TEA TREE SHAMPOO: Outstanding - high street brands are not in the same league!
*****
Fantastic product, very easy to use and style.
*****
Fantastic product! good hold, again nothing to match it on the market!
*****
Fantastic for half-long hair, not as formable for short hair, but still better than pretty much everything else i've tried, except maybe "Fiber".
Smells great too! 5/5
*****
Fabulous finishing product that can easily removed from the hair.No build up with so many other products on the market today.
*****
Fabulous cream works well with short cropped hairstyles
*****
extraordinary service, it was my first time and I hope it won´t be the last time. thank you
Excellent product, which does exactly what it is advertised to do.
*****
Excellent product! its just what i need to control my hair
*****
Excellent product for medium to long hair... The additional free travel jar is also great for getting onto short flights with liquid and gel restrictions! Excellent price also
Excellent product and good value.
*****
Excellent product
*****
Excellent as always
*****
Does what it says on the pot and holds the style - excellent
*****
Does exactly what it says
*****
Cheaper than purchasing at my hairdressers.
Bought the small pot to keep in his wash bag - he's already a dedicated forming cream user.
*****
Best product I''ve ever put in my hair, no question. Hold is incredible and hair looks really healthy. Easy to apply and doesn''t leave any skanky build up after washing. Only been using it for a week and compliments about my hair already. Smells REAL nice too.
*****
Best product I have ever used. Not crusty like gels are and has natural look.
*****
Best hair product for men I have ever used.

Usually would by this from the guys who cut hair but the prices inhere are much more favourable.
*****
Best cream ever!!
*****
As this is my favorite forming cream, I'm really satisfied, because it is hard to find here in Brazil, and the delivery was quick.
*****
as always very good product which lasts all day with only one application.No stickiness and when used with thickening shampoo is very good
*****
Always used the fibre but tried the Forming cream as my hair is longer and I was looking for a more workable product. Forming cream is excellent, just what I was looking for! Would Recomend.
****
Actually had this as a complimentary sample, won't use anything but this now!
A repeat buy - husband has not had a bad hair day since starting using this. Thank you
*****
A great product with purchase being based upon existing reviews. Very happy with this and cannot see myself using anything else! Prompt and efficent service too
*****
Not greasy just does what it says on the tin!! Great for everyday
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This suits my hair and works well.
***
The all round in between compromise between looks and degrees of fixation. If unsure of what to get and your hair is wavy or straight, then get this. Quality is top notch, as is the scent given.
*****
Love it, makes me look gorgeous!
*****
Light without matting the hair. Gives a good sheen.
Just what I expected! Got this to make my hair appear thicker and to look natural too works really well for that. And has a really nice smell to finish this premium product.
****
I never receives the products
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great product. good for wet or dry hair.
Good stuff, a little goes a long way.
*****
Good product
*****
Good firm, but light natural looking hold on greying hair.
*****
Brought for husband he loves it ... He had wild hair and it works really well
*****
Brilliant product. Some shine without being greasy.
*****
As a Pomade man, I am trying out the Forming cream. I am initially very pleased.
A very good product especially the Forming Cream.
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