Throughout the 18th and 19th centuries, pomade was frequently used by the European aristocracy as a means to achieve particular hairstyles. The composition of such pomades was rather different to that of today- it contained products such as bear fat and lard. This formulation was the status quo right up until the early 20th century.
Bear fat and lard became increasingly discontinued in pomade products, and was replaced with substances such as petroleum jelly and beeswax. Additionally, the turn of the century saw pomade used across a much wider audience, no longer reserved for the upper classes. From the 1920s to the 1950s, pomade was a frequently used product across all echelons of western society. From the side-part to the pompadour, pomade enabled its users to attain the most desirable hairstyles of the day. The high-shine look that the product provided grew popular, and with famous movie-stars and musicians using pomade, millions sought to replicate the styles of their idols.
Pomade became a widespread component of rock and roll fashion throughout the 1950s, being adopted by early pioneers such as Chuck Berry and Little Richard, and later popularised by Elvis Presley and Gene Vincent. Upon seeing such musicians sport slicked back hairstyles, millions of youths began adopting the ointment.
SJC has partnered up with the renowned pomade maker Dr Rubin’s, based in Los Angeles, California, that has been producing the ointment since 1944. Our collaborations have produced some of the world’s finest pomades, that have delivered both high shine and firm hold, a coveted combination which ensures optimum functionality and style. Indeed, this combination has been seldom achieved; surely a slick, high-shine ointment would lack the ability to hold hair well. With our new pomade, we bring to you an all-natural recipe, being made primarily of beeswax, jojoba oil and shea butter, which will give your hair high shine and a firm hold guaranteed. Coming soon...
By James Cathcart