American Crew Forming Cream Review: Is It Worth It?

If you’re anything like me, you’ve spent a small fortune and countless frustrating mornings staring at a bathroom counter that looks like a product graveyard. Waxes that are too stiff, pomades that are too greasy, and clays that are too drying. You just want something that works.

I’m here to tell you that your search is very likely over. The American Crew Forming Cream isn’t just another tub to add to the collection; it’s the one that lets you throw the others away. If you want a reliable, flexible, perfectly balanced style that looks natural, this is the product you should buy.

My Experience With American Crew Forming Cream

Let’s set the stage. My hair is medium-length, on the thicker side, and has an annoying wave that decides to do its own thing—especially in humidity.

For years, my goal was simple: find a product that gave me control without making me look like I was wearing a helmet.

I needed to look professional for the office, but I also wanted to be able to run my hands through my hair without getting stuck.

I’d tried the brand’s “Fiber” and found it too waxy and stiff, pulling my hair on application.

I tried classic pomades and looked like a greaser from the 1950s by 10 AM. I was about to give up and shave my head.

Then, I picked up the little brown tub of American Crew Forming Cream. The first thing I noticed was the texture. It’s not a hard wax or a goopy gel; it’s a dense, pliable cream. The scent was clean, masculine, and subtle—it wouldn’t be fighting with my cologne.

The first application was a revelation. I took a dime-sized scoop, warmed it up by rubbing my palms together (this is a critical step), and it emulsified into a light, invisible film. I applied it to my towel-dried, still-slightly-damp hair, starting from the back and working my way forward.

There was no pulling. No tugging. It just glided in.

I styled my hair with my fingers, giving it a loose side part and a bit of a quiff. The magic happened as it dried. My hair set into place, but it wasn’t stiff. It wasn’t crunchy. It wasn’t greasy. It just looked… better. It looked like my hair, but thicker, more controlled, and with a healthy, natural shine.

The real test? The full workday. By 5 PM, my hair still looked great. It had relaxed a little, but it hadn’t collapsed into a frizzy mess or separated into greasy strands. And the best part? I could rework it. A quick run-of-the-hands, and it was back in shape. It’s now been five years, and it’s the only product I’ve repurchased more than a dozen times.

Also read: My Thoughts on Redness Defense Green Primer

Pros Of American Crew Forming Cream

The Perfect “Medium” Hold: I can’t stress this enough. This product is the king of “pliable” hold. It’s not going to lock your hair in place for a 12-inch mohawk. That’s not what it’s for. What it will do is keep your hair in your desired shape—a side part, a slick-back, a textured quiff—all day long. It controls my frizz and flyaways completely.¹ The “movable” part is the key; you can reshape it, and it never feels like you’re breaking a “cast.” It’s the ideal hold for someone who wants to look groomed, not “styled.”
The Natural, Healthy Shine: This is the other half of its “perfect middle” magic. It’s listed as “medium shine,” but don’t let that scare you. It’s not the high-gloss, “wet” shine of a traditional pomade. It’s a natural luster. It makes your hair look healthy, hydrated, and clean. It’s the kind of shine you have after a great condition, not after dumping oil on your head. It’s perfect for the office because it looks professional and intentional, not like you just left the gym.
Incredibly Easy To Use: For anyone who has struggled with waxy “pucks” that you have to heat with a hairdryer, this is a dream. It’s a soft, water-based cream that emulsifies with zero effort.² It spreads through your hair (damp or dry) with the ease of a lotion.³ You won’t get clumps, you won’t get white streaks, and you won’t accidentally pull out hairs trying to distribute it. This makes it the ideal “beginner” product, but its results are what make it a “pro” product.
Water-Based And Washes Out Effortlessly: This is a huge quality-of-life win. Because it’s water-based, it washes out of your hair with just water. You don’t need a special, harsh “clarifying” shampoo to strip it out. At the end of the day, a normal shower resets your hair completely. It also means it won’t build up on your scalp, clog pores, or leave your pillows a waxy mess. This alone makes it worth the price over many petroleum-based products.
Amazing Versatility (Thickens Fine Hair): I have thicker hair, and it controls it. My friend has fine, thinning hair, and it transforms it. The ingredients (like Glycerin) actually swell the hair shaft, making it appear fuller and thicker.⁴ It gives his fine hair texture and body without weighing it down, which is a common problem with other products. It’s one of the few stylers I’ve seen that genuinely works wonders for all hair types, from fine to thick, straight to wavy.

Cons Of American Crew Forming Cream

Issues With Hold And Durability

Not For Extreme Styles: This is the trade-off for its “pliable” hold. If you have very long, heavy hair that you’re trying to defy gravity with, or you’re aiming for a rock-hard Faux Hawk, this is not your product. It simply doesn’t have the structural integrity (the “glue”) that a heavy-hold gel or wax has. Its strength is in flexible control, not rigid-all-day-lockdown.
Loses The Battle With High Humidity: While the product description claims it repels humidity, in my personal experience, it has its limits. On a truly muggy, high-humidity summer day, its hold will soften. It doesn’t dissolve into a total mess, but you will find your style “relaxing” more than you might want. In these cases, it needs a little help from a finishing spray to truly lock in.
May Not Last A Full Day On Oily Hair: The product’s “medium shine” can be a double-edged sword. If you have a naturally oily scalp, adding this product’s luster to the mix can make you look greasy, not healthy, by the end of the day. You might find it works great for the first six hours, but then you’re running to the bathroom to dab with a paper towel.

Concerns About Ingredients And Feel

The “Producty” Feeling (If Overused): There is a very fine line between the perfect amount and too much. If you use just a little bit more than a dime-sized amount, your hair doesn’t get crunchy, but it can feel “waxy” or “gummy” to the touch. You lose that “I can’t feel anything in my hair” quality. It takes a few tries to find the perfect “less is more” amount for your hair length.
Contains Parabens And Petroleum: This is, for me, the biggest modern-day con. If you turn the tub around and read the ingredients, you’ll find things like Petrolatum, Propylene Glycol, Methylparaben, and Propylparaben. In an era where “clean” grooming is a major focus, these are ingredients many people are actively trying to avoid. If you’ve “gone clean” with your grooming, this product will unfortunately not make the cut.

Maintenance Tips For American Crew Forming Cream

The Application Is Everything

Start With Damp Hair: This is my number one tip. After a shower, towel-dry your hair so it’s not dripping but is still visibly damp. This is the sweet spot. The water on your hair helps the cream distribute perfectly evenly, and as your hair air-dries, the cream “sets” the style in the most natural-looking way possible.
Dry Hair For A Different Look: You can apply it to dry hair, but it gives a different result.⁵ Applying to dry hair will provide a slightly stronger hold and a bit less shine, with more of a “piece-y” texture. I use this method for quick touch-ups or if I’m going for a messier, more textured look.
Emulsify Until It’s Invisible: This is the step you cannot skip. Scoop a small amount (start with less than you think you need), and rub your palms together. Rub them fast, like you’re trying to start a fire. You need to create friction and heat. Continue until the cream has turned from a white paste into a clear, warm, invisible film on your hands. Then you can apply it.
Apply Back-To-Front: Never apply the product to the front of your hair first. You’ll deposit 90% of the product on your hairline, which makes it look heavy and greasy. Start by working your hands through the back and crown of your head, then work the sides, and finally, use only what’s left on your palms to lightly shape the front.

Making It Last And Look Good

The “Water Reactivation” Trick: This is the best secret. Let’s say it’s 3 PM and your hair is looking a little flat. Do not add more product! You’ll just look greasy. Instead, go to the bathroom, get your hands slightly damp, and run them through your hair. The water will reactivate the cream that’s already in there, allowing you to completely restyle it, almost back to its morning-fresh look.
“Cocktail” With A Hairspray: On days when I know I need 12+ hours of hold or it’s incredibly humid, I “cocktail” my products. I’ll style my hair perfectly with the Forming Cream, and then, from a distance, I give it one very light mist of a flexible-hold hairspray. This creates a tiny bit of an outer shell, locking in the cream’s style without adding any of the crunch of a full-gel application.
Less Is More. No, Really, Less: The tub is 3 oz (85g), and it should last you for months. My first tub, I used way too much and it lasted maybe two months. My current tub, using the right amount (about a pea-to-dime size), has lasted me over six months. If you feel you need more, you can always add it, but you can’t take it away once it’s in.

Comparison With Other Brands

American Crew Forming Cream Vs. American Crew Fiber

Hold And Shine: This is the most common in-brand comparison. Fiber is the Forming Cream’s aggressive older brother. Fiber has a high hold and a low shine (matte) finish.⁶ Forming Cream is perfectly medium hold and medium shine.⁷
Application And Feel: Fiber is a thick, waxy, and resinous puck.⁸ I find it difficult to spread, and it often tugs and pulls my hair during application. Forming Cream is a smooth, easy-to-spread cream.⁹ I use Fiber for very short, textured, “bedhead” styles, but I use Forming Cream for everything else.

American Crew Forming Cream Vs. Traditional Pomades (e.g., Layrite, Suavecito)

The Finish: This is the key difference. Those classic, water-based pomades are almost always high shine.¹⁰ They are designed to give you that slick, “wet,” reflective look, perfect for a sharp side-part or a classic slick-back. Forming Cream gives a medium shine that just looks healthy and natural, not “wet.”¹¹
The “Set”: Many of those pomades (especially Suavecito) are “gel-pomades.” They go in smooth, but they dry hard. They lock your hair in place with a crunchy, helmet-like cast. American Crew Forming Cream never hardens.¹² It stays pliable and soft to the touch all day long.

American Crew Forming Cream Vs. Matte Clays (e.t., Hanz de Fuko Claymation)

Texture And Volume: Clays are on the total opposite end of the spectrum. They are zero shine (matte) and are designed to absorb light. They are all about adding dry, gritty texture and massive volume. They’re perfect for that “I-just-got-back-from-the-beach” look.
The Look: Forming Cream is about smoothing, controlling, and adding a healthy luster. A matte clay is about texturizing, volumizing, and creating a dry, rugged finish. I use a clay when I want my hair to look completely product-free and messy; I use the Forming Cream when I want it to look controlled and professional.

Frequently Asked Questions (FAQ)

What Is American Crew Forming Cream Good For?

It is good for almost everything, which is its main strength. It’s best for men who want a natural, groomed look with a medium hold that’s flexible and a medium shine that looks healthy. It’s ideal for everyday styles like side parts, messy quiffs, or just controlling frizz and waves.¹³ It also excels at making fine or thinning hair appear thicker and fuller.¹⁴

What Is The Difference Between Pomade And Forming Cream?

A traditional pomade (like American Crew’s own Pomade) provides a similar medium hold but with a high shine.¹⁵ It’s built for creating sleek, “wet” looks like a classic slick-back. A forming cream provides a medium shine (a natural luster) and a more pliable, soft hold.¹⁶ Think of pomade for a high-gloss, sharp style and forming cream for a natural, healthy, controlled style.

Is American Crew A Good Hair Brand?

Yes, American Crew is arguably one of the most recognizable and foundational brands in modern men’s grooming. They’ve been trusted by barbers and salon professionals for decades and are often the brand that introduces men to a world beyond cheap supermarket gel. While some of their formulations are a bit dated (like the use of parabens), their core products are popular for a reason: they are consistent, reliable, and effective.

Is Forming Cream Good For Fine Hair?

Yes, it is excellent for fine hair. In fact, it’s one of the product’s key benefits. The formula contains ingredients like Lanolin Wax and Glycerin that help swell the hair shaft, which makes individual strands appear thicker and fuller.¹⁷ It provides texture and light hold to fine hair without weighing it down, which is a common problem with heavier waxes or greasy pomades.¹⁸

Conclusion

So, after all this, is the American Crew Forming Cream worth it? My answer is an undeniable, 100% “yes.” It has been the cornerstone of my grooming routine for years. It’s the most reliable, versatile, and user-friendly product I’ve ever found.

It’s the perfect middle-ground that solves the “too shiny,” “too stiff,” and “too matte” problems. If you’re tired of guessing and just want one product that can handle 90% of your life—from a board meeting to a casual weekend—this is it. Stop the search and do your hair a favor: buy this cream. It’s the versatile workhorse you’ve been looking for.