American Crew Forming Cream - 50g American Crew Forming Cream is a medium hold, medium shine styling product that applies evenly, easily, and gives you flexible control over your hair. Forming Cream is water soluble and easy to wash out of your hair. Forming Cream also adds thickness to thin hair and can be applied to wet or dry hair for different styles and looks. Humectants in Forming Cream give your hair a strong pliable hold. Use To apply, simply take a dime sized amount of Forming Cream and Emulsify (rub) it between your hands. Apply directly to towel dried damp hair to lock in moisture for slick looks, or to dry hair for more rigid hold and more defined texture.