Quicksand

Quicksand is for the man whose hair does exactly what it wants. Specifically, it's for fine or medium-thickness hair that collapses by lunchtime, or for anyone who's spent good money on a haircut and then watched it disintegrate under the weight of a traditional pomade. If you've ever scraped Brylcreem out of a tin, looked in the mirror, and felt like you'd accidentally become your own dad, Quicksand is the corrective.

What it actually does is two things at once: it's a dry wax with a chalky, almost powdery texture that absorbs excess oil (think dry shampoo that means it), while simultaneously providing a bonding hold that keeps structure in place. The result is hair that looks like you styled it with taste and intention — not hair that looks like you styled it. That distinction is the whole game. The matte finish is genuinely matte, not 'matte' in the way that gel companies write 'matte' on the tin and then produce something that reflects light like a bowling ball.

In practice: you work a small amount — and small really does mean small, a pea-sized portion or less for most lengths — between your palms until it nearly disappears, then work it through dry or slightly damp hair. The hold clocks in at a genuine medium-high, meaning it'll survive a full day without requiring architectural reinforcement, but it won't lock your hair into a fixed position like you're auditioning for a 1950s film poster. Reworkability is decent — not class-leading, but you can push the hair around without it turning into a structural disaster. Compared to Baxter of California's Clay Pomade (a common benchmark at a similar price point) or American Crew Fiber, Quicksand offers noticeably more volume lift and a drier finish, though American Crew Fiber edges it on pure hold strength at a lower price point. Kevin Murphy Night Rider is the closest true competitor in the dry-matte-volume category, costs about the same, and is arguably marginally better for very thick hair — but Quicksand is the cleaner daily option for fine-to-medium types.

At £22-26 for 56g, it's not drugstore-cheap, but it's also not the boutique-salon-shelf price point that some American brands use to justify essentially the same silicones in fancier packaging. The tube lasts a reasonable time given how little you need per use — three to four months for daily use is realistic, which brings the per-use cost down to something tolerable. No one is going to bankrupt themselves here, though you should know that the Hanz de Fuko range has a reputation for packaging that looks like it was designed for a 2009 skate brand, which either appeals to you or it doesn't.

Jamie's verdict: a genuine workhorse in the dry-texture category. It won't mog anyone in a vacuum, but a man with a good haircut, well-maintained hair, and Quicksand looks like he has his life together — which is, ultimately, the entire softmaxx project in miniature. Buy it on dry or slightly damp hair, use less than you think you need, and ignore the branding.