The concept: A product that was robust but extremely easy to use as well. It needed to have solid hold, easy application and styling, and ease of washout. It should have the benefits of a regular pomade too, providing moisture and conditioning while wearing it. After multiple test batches the result was White Water Liquid Pomade.
Using rice bran wax and hydrogenated castor oil (castor wax), we were able to bolster hold and initial volume. We used Ceteareth-20 and PVP to add in hold after the product sets. This doesn't create a helmet-head feel like you would get from a gel, but you will find that the product will lock in after it has set in the hair. Coconut oil was added to help moisturize and condition the hair.