Aveda Pure-Formance Firm Hold Gel Maximum Hold & Control 150ml

Aveda’s Pure-Formance Firm Hold Gel Maximum Hold & Control is a lightweight styling gel made to lock in shape fast, delivering maximum hold, control, definition and shine without unwanted build-up or flaking. It’s the kind of gel you reach for when you want your style to stay put, even on harder-to-control days.

Key benefits include firm hold plus maximum control for defined looks, with an easy, even application through damp hair. Retailers also note it’s ideal for achieving optimum hold and luster, while keeping hair looking neat rather than stiff or flaky.

Aveda’s formula pairs styling polymers such as PVP and acrylates/VP copolymers with conditioning-support ingredients including sunflower seed oil and hydrolyzed algin. It’s finished with a rich, spicy and refreshing aroma featuring spearmint and citrus, alongside kunzea, vetiver and lavender.