For the last two days I have been trying out a new water based pomade that has me pleasantly surprised! The consistency and look of Blind Barber 90 Proof hair pomade can best be described as a thick white paste. It's soft unisex fragrance nicely compliments cologne's and perfumes alike. When combed into dry hair this pomade provides a medium-strong hold with a matte finish, and when combed into damp hair provides a medium hold and medium shine finish. Blind Barber products are definitely up to today's water-soluble pomade quality standards.