AVEDA MEN Pure-Formance Thickening Paste instantly thickens hair and gives a flexible hold so you can easily create your favo look! The ingredient Amla has a thickening effect which makes your hair look and feel thicker from root to ends. The paste is therefore made of 93% natural ingredients. India is Aveda's inspiration. Horst Rechelbacher the founder was inspired in India by the power of wellness to encourage balance in mind, body and spirit. This is therefore reflected in Aveda's products. Thus, they have the following mission: to care for the world we live in, from the products they make to the way they give back to society. Aveda is also cruelty-free, uses recycled packaging and uses natural ingredients.