For those that prefer the reliable hold of a gel, but dislike the rock-hard finish it often leaves, It's a 10 Haircare is proud to introduce the It's a 10 Miracle Firm Hold Gel. Created to keep hair firmly in place without sacrificing touchability & movement. It's a 10 Miracle Firm Hold Gel is an emollient-rich product that can be used wet or dry to create stunning, yet soft styles. It provides a natural-looking hold that isn't stiff or "plastic" looking. It has the flexibility of a pomade with the hold of hairspray & turns your hands into the ultimate styling tools by allowing you to shape, mould & direct hair into any style you want. To use: Work through hair prior to blow-drying or setting in rollers. For dry styling, use to lock styles in place or for better hot-iron results. It's a 10 is a cruelty-free br&. They do not test their products on animals & they are certified cruelty-free by Leaping Bunny.