Founded in 1994, American Crew, proudly celebrates its 30th anniversary this year.
A pioneering brand that has solidified its reputation as a leader in the men’s grooming industry over three decades, American Crew has stayed ahead of the curve in an ever-evolving landscape, redefining men’s styling.
To celebrate the milestone, American Crew have shared their top styling moments since the 90s:
1995 saw the launch of Fiber, an iconic styling product with distinctive packaging. Complimenting the ‘Leonardo DiCaprio’ 90s subtle curtain bangs with natural volume, the Fiber puck offered a strong hold and matte finish, that lasted all day.
In 2000, after witnessing a roaring demand for luxury yet affordable men’s grooming products, American Crew then launched the Shave and Beard line.
in 2016, and aligning with ‘The Ryan Reynolds’ perfect pulled-back pompadour, American Crew expanded yet again with their Pomade line, introducing the Cream and Heavy Hold Pomade for a range of sleek and heavy hold styles.
2019 marked the launch of the dynamic Fiber Cream and Grooming Foam, for the ultimate enhanced shine hit the shelves.
Fast forward to 2023 when American Crew launched their 10 different Hair Styling Pucks – a range to inspire every authentic, modern man and their individual desired look for any occasion.
And now American Crew have just announced the launch of its Pre-Styling Shampoo Cleansers – an industry FIRST shampoo with styling benefits!
Hitting shelves in March 2025 and formulated with skincare-inspired ingredients to help balance the scalp microbiome and provide an ideal scalp environment, the American Crew Pre-Styling Shampoo Cleansers are officially the first in market to offer dual action benefits of optimal pre-style results whilst fortifying hair health.
The collection contains three Pre-Styling Cleansers: FIBER PRE-STYLING CLEANSER, FORMING PRE-STYLER CLEANSER, and BOOST PRE-STYLING CLEANSER, each targeting different hair and styling needs:
● FIBER PRE-STYLING CLEANSER: For touchable texture strength and control. Gently cleans while strengthening hair from the inside out for more resilient hair strands, leaving hair stronger and thicker.
● FORMING PRE-STYLER CLEANSER: A surfactant-free formula essential for textured or frizz-prone hair that craves definition and moisture. Whilst cleansing without affecting natural oils or curl patterns, the product is designed to define and enhance curls whilst hydrating and nourishing.
● BOOST PRE-STYLING CLEANSER: A high-performing cleanser that adds gravity-defying volume and fullness. This is a high-performing cleanser with balanced conditioning that adds body to hair and provides instant lift and volume for men with fine or flat hair seeking a fuller and lifted look.
With a roaring resurgence of longer hair lengths, the expected 2025 trends are all about a textured taper with casual volume and a classic side part with soft volume. So, whether it be a polished, understated look or a masculine, voluminous up-do like John Krasinski (aka. recently crowned as 2024’s ‘People’s Sexiest Man Alive!’), the new range is designed to serve as a true grooming staple for the authentic, modern man.
“We are proud of the American Crew team and the incredible achievements we’ve reached as a result of our hard work every day. For the last 30 years, we have held a commitment to providing simple, yet effective grooming products that deliver both functionality and a multisensory journey, and we look forward to another 30 years in continuing to deliver only the best for our customers”, says Brad Raper, General Manager of American Crew and Revlon Professional Australia.
