Aveda Men Pure-formance Thickening Paste 75ml

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

1. Towel-dry the hair until just damp.
2. Scoop a 5p-sized amount of paste onto the fingertips.
3. Warm between the palms to soften.
4. Distribute through the hair, working from the ends towards the roots.
5. 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)