Wella EIMI Rugged Texture Matte Texturising Paste is a matte texturising paste for all hair types. It gives the hairstyle strong definition and structured texture, making it ideal for creating a deliberately undone and tousled look without a glossy finish.

Key Benefits

• Gives hair strong definition and structured texture.
• Leaves a matte finish.
• Provides level 3 hold.
• Allows you to shape strongly textured and deliberately dishevelled hairstyles.

The result is a defined, structured hairstyle with a matte appearance and the desired degree of tousling.

Ingredients

• Copernicia Cerifera Wax (carnauba wax).
• Panthenol.
• PVP styling polymer.
• Water, ceresin and petrolatum.
• Cetyl alcohol, cetearyl alcohol and Ceteareth-25.
• Preservatives phenoxyethanol, methylparaben and propylparaben.

This gives you an overview of the key base, styling and preservative ingredients before making your choice.

Application and Dosage

First warm a small amount of paste and spread it between your palms. Then work it through dry hair with your palms and shape the hairstyle to achieve the desired texture.

Applying to dry hair allows you to create separation and shape according to your intended result.

Packaging and Volume

• Volume: 75 ml

About the Brand

The brand's origins date back to 1880, when Franz Ströher founded a business originally focused on producing tulle bases for wigs. The Ströher family registered the Wella name in 1924; the name derives from the word for wave. In 1957, the brand opened a central research centre in Darmstadt, Germany. Wella Professionals' "Make It You" philosophy emphasises individuality, creativity and self-expression through hair.

The brand thus combines a history dating back to 1880 with an emphasis on a distinctive approach to hair.