Matt Clay

The Matt Clay is for men who've figured out that the 'wet look' died with Cristiano Ronaldo circa 2009 and want hold without looking like they've dunked their head in a chip fryer. Specifically, it suits medium-to-thick hair that needs structure and control — think textured crops, side parts, or anything a good barber has given some shape to. If you've got fine or thin hair, be cautious: the clay's density can weigh things down rather than lift them, and you'd be better served by a lighter paste or even a mattifying spray.

What it actually does is deliver a firm, workable hold that lands somewhere between a medium and high on any honest scale — call it 7 out of 10 for hold, which is exactly what most styles need without veering into 'helmet head' territory. The matte finish is the real selling point: it kills shine convincingly, leaving hair looking like it just does that naturally, which is the entire game. Application is straightforward — work a small amount through dry or slightly damp hair, style with fingers or a comb. The product re-workability is decent rather than exceptional; once it's set after about 15-20 minutes, you're mostly committed to that shape for the day.

Compared to direct competitors, it holds up well. Layrite Cement Clay offers similar hold at a comparable price but with slightly less matte payoff — you'll notice a faint residual sheen on Layrite that the Uppercut avoids. Blind Barber 90 Proof Texture Paste is softer in hold and pricier. Suavecito's Matte Pomade is cheaper and widely available but feel noticeably inferior — grittier texture, less even distribution. The Uppercut sits above drugstore options like American Crew Fiber (stickier, less refined finish) but doesn't approach the obsessively formulated territory of something like Baxter of California Clay Pomade. It washes out in one shampoo cycle, which sounds baseline but isn't universal in this category, so worth noting.

At roughly $20-22 for 70g, the cost-per-use is reasonable. A tin lasts most men 6-8 weeks of daily use if they're not heavy-handed, which they shouldn't be — this is a pea-to-marble-sized product. That puts it in mid-range territory without embarrassing itself against more expensive alternatives. You're not paying a premium tax for branding or a boutique story nobody asked for. The packaging is clean, the branding is confident without being insufferable, and there's no ingredient list claim that should raise an eyebrow.

Jamie's verdict: this is the softmaxx version of getting your hair sorted — not a transformation, not a cope, just a reliable product that makes a good haircut look intentional rather than accidental. If your current routine is dry shampoo and hope, this is an upgrade. If you're already using something that works, the case for switching is thin. Buy it, use it correctly, get a decent cut first. That last part is doing more work than any clay ever will.