Aveda Men Pure-Formance Thickening Paste, 75ml

Aveda Men Pure-Formance Thickening Paste is a styling paste presented as giving hair a thicker-looking finish with versatile, pliable hold. Its 91% naturally derived claim and how well it delivers visible thickening are points to weigh alongside customer feedback that is mixed on that effect.

At a glance

The listing describes a natural finish and versatile, pliable hold for different hairstyles.
Amla is claimed to help thicken individual strands, making hair look and feel thicker from roots to ends.
Apply a small amount between the palms, then work evenly through damp or dry hair.
The listing states Aveda is 100% vegan, a Certified B Corp and Leaping Bunny Approved.

Price

£20.30Save 30%

Reference price: ~~£29.00~~

Price checked: 14 Nov 2026

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Often bought together

Aveda Men Pure-Formance Thickening Paste | Thickens Hair | Versatile Hold | Natural Finish Hair Styling Paste | 91% Naturally

Pros and cons

Pros

Pliable hold is intended to allow styling into different looks rather than one fixed finish.
The stated directions allow application to either damp or dry hair.
Customer feedback reports a non-greasy texture and positive experiences with hold.

Technical specifications

4 specifications

Identity
Brand	Aveda

Dimensions and installation
Dimensions listed	7.4 x 7.3 x 4 cm; 129 g

Product details
Product size	75ml
Naturally derived claim	91% Naturally Derived*

What to know before buying

The listing presents the paste as thickening, but customer feedback is mixed on whether it actually thickens hair. Treat this as a styling product with a claimed thicker-looking effect, not a guaranteed change in hair thickness. The 91% naturally derived claim includes an asterisk whose explanation is not provided here.

Who is it for?

A good fit for

People seeking a styling paste with pliable hold and a natural-looking finish.
Buyers with short or thinning hair who want to try a thicker-looking styling effect, while recognising feedback on that result is mixed.
Those who want a product applicable to damp or dry hair.

Less suited to

Anyone expecting a reliably confirmed increase in hair thickness rather than a styling effect.
Anyone who needs a specified hold strength, fragrance description or detailed ingredient information, which the supplied listing does not establish.

Aveda Men Pure-Formance Thickening Paste, 75ml · photo 2 — Additional product photo 2

Customer reviews on Amazon

4.5 / 5 · 1,286 ratings

5 stars74%74%
4 stars11%11%
3 stars8%8%
2 stars3%3%
1 star4%4%

Customer feedback describes the paste as effective and highlights fragrance, hold and a non-greasy feel. Some customers report that it works well for short, grey or thinning hair, and one notes all-day hold. Reports on thickening are mixed, with some saying it adds a thicker look and others disputing that effect. This distinction matters because the listing promises a thicker-looking result, while the feedback does not establish that every user will see it.

Positive themes

Feedback highlights perceived effectiveness, fragrance, hold and a non-greasy texture.
Some customers report it works well with short, grey or thinning hair.

Mixed feedback

Customer views differ on whether it genuinely thickens hair.

Frequently asked questions

Does this paste make hair thicker?

The listing claims it makes hair look thicker and says amla helps thicken individual strands. Customer feedback is mixed on whether users experience actual thickening, so the result is not assured.

How should I apply it?

Work a small amount between your palms and apply it evenly through damp or dry hair, according to the listing.

What kind of hold and finish does it offer?

It is described as providing versatile, pliable hold and a natural finish. A specific hold-strength rating is not given.

What does the 91% naturally derived statement mean?

The title makes a 91% naturally derived claim, but the asterisk's explanation is not supplied, so its precise basis cannot be determined here.