Wella Professionals EIMI Rugged Texture – Matte Hair Paste for Strong Definition & Rugged Texture | 2.53 oz

Wella Professionals EIMI Rugged Texture is a professional styling paste designed to create rugged definition, matte texture, and strong, controllable hold without making hair look shiny or greasy. This paste adds grip and separation for modern, piecey looks, making it especially effective for short to medium styles that need structure, movement, and an effortless “worked-in” finish. It’s ideal for reshaping throughout the day—just warm a small amount in your hands and rework targeted areas for more texture and control.

How to Use the Product
Work a small amount between palms and apply into dry hair to shape, define, and texturize. For extra lift on shorter hair, apply lightly to damp hair and blow-dry.

Key Features of the Product
Matte finish for a natural, rugged look
Strong definition with controllable hold
Adds texture, grip, and separation
Great for short to medium hairstyles
Helps create piecey, lived-in styling results

Who Should Use This Product & Hair Concerns It Can Address
Best for anyone wanting matte texture and stronger control, especially short-to-medium cuts that fall flat or need more definition. Not ideal if you prefer a glossy finish, or if you use too much on very fine hair (it can feel heavier).

Why Should You Use This Product & Benefits
It delivers instant texture + matte control, making styles look fuller, more defined, and easier to shape with long-lasting structure.