American Crew, there is the brand here, understood for thirty years already that men need quality cosmetics. Become a real reference in the world of hairdressing and - of course - Barber Shops, the American Crew brand and its products such as the famous "Forming Cream", the "Daily Shampoo" or the astonishing "Mustache Wax" all simply essential. But let's go back to the beginnings of this American brand which proudly bears its name: 1994, a certain David Raccuglia, stylists of Italian origin, came across a bottle of maple syrup during a meeting with a distributor. Then comes a greedy desire and, a little dreamy, he imagines the creation of a shampoo and tantalizing for men capable of transforming the texture of men's hair into a silky material. Nothing revolutionary in itself. Except that we are then in the nineties: thirty years ago, men had "less the right" to assert their taste for aesthetic care, beauty and well-being in general. Women then had everything they could dream of in terms of skincare, beauty marketing and tempting packaging. With regard to male beauty, well-being and grooming, the main focus was on 8-in-one shower gels, low-target and low-performance products, designed for quick and low-awareness use. Today, the American Crew brand is distributed internationally and it is the men's brand here offering the most choice of ranges and products. A pioneering spirit, you say? Because the Grooming trend has stopped flowing, and because almost all brands today have a "men's" line, we almost forget that there was a time when it was difficult for gentlemen to put on their clothes. hand on quality products. Beyond beard care, men also need conditioners (even masks), skincare products, anti-wrinkle care, etc. … American Crew has offered everything for men, and since (almost) always.