Our pomade is most effective with nearly dried hair, apply as much or as little as your hold preference requires.  Less for a softer hold, for a more firm hold add more. Generally speaking we recommend a heavy application for max styling although its not a necessity if your preference is that of a more of a relaxed feel. For an absolute max hold, once your hair is completely styled coat your hands with a small amount of water and run it over your hair. It's easy to apply and even easier to wash out!