With quality that has stood the test of time, our Original Men’s Grooming Wet Gel delivers classic, strong and durable styles, leaving you with a strong wet look. Squeeze a small amount of gel onto your palms, rub between your hands and apply to damp or towel dried hair and use fingers to style. To get the most out of your product apply our Wet Gel to damp hair as it will spread more evenly, giving you better structure. For the iconic swept back look, use a comb to keep hair looking smart, and polished. Brylcreem was an instant hit with British soldiers during WWII. It quickly became standard issue for military pilots, who had a reputation for being cutting edge and sophisticated, to keep their hair perfectly in place. Through the decades the look has stuck. From slick 50’s ad execs to today’s red carpet. 89 years later, the look continues to be an icon of men’s style, giving groomed, sharp styles that don’t take forever to achieve.