Apex Matte Cream
Apex Matte Cream
Apex Matte Cream
Apex Matte Cream

Apex Matte Cream

Regular price$22.00
Shipping calculated at checkout.

Apex Matte Cream draws inspiration from our bestselling Río Texture Cream. We added activated charcoal to give the product a bit more grit, dryness, and texture, and we varied the combination of waxes and clays to produce a product that remains exceptionally smooth and easy to use - but with increased hold and endurance over its predecessor. 

Apex is easy to use in all hair lengths, delivering a lightweight and airy texture when used in dry hair, or tighter controlled hairstyles when used in damp hair. It’s got a medium to firm hold to keep your hair in place and keep you looking great throughout the day. Need more hold? Use a bit more product to dial it up.

🌱 Vegan friendly with no animal-derived ingredients. 

Apex Matte Cream comes in a 4 oz/ 113 g plastic jar in your choice of scent  



Interested in trying a sample of this product before committing to a full-size jar? Check out our Styler Minis!

Water, Oryza Sativa (Rice) Bran Wax, PEG-40 Hydrogenated Castor Oil, Kaolin, Moroccan Lava (Rhassoul) Clay, Bentonite, Vitis Vinifera (Grapeseed) Oil, Fragrance, Microcrystalline Wax, Simmondsia Chinensis (Jojoba) Seed Oil, Cetearyl Alcohol, Sunflower Lecithin, Charcoal, Phenoxyethanol (and) Caprylyl Glycol (and) Sorbic Acid

For external use only. Discontinue use if irritation occurs.

Scoop out a small amount of the product, break it down just enough to spread in the palms of your hands. Then apply evenly to damp or dry hair. Style as desired.

For increased hold and texture, apply a small amount of product to damp hair, then blow dry. Apply more product as needed to finish your style.

Apex rinses out almost entirely with warm water and washes out completely with shampoo.

Halcyon (formerly called Pinebox) - features top notes of aromatic cedarwood and spicy pink pepper, a touch of sweetness from cardamom, finished with rich labdanum, a hint of fresh fir, and earthy moss.

Astra - A modern, fresh, clean masculine scent with notes of crisp bergamot, fresh lavender and geranium, spicy peppercorn, with a base of rich amber, tonka, and earthy vetiver.

Customer Reviews

Based on 8 reviews
The holy grail of creams!

Finally found a product with medium hold, a true matte finish, smooth scoop out, and easy application! Astra was a bit strong but the scent wears off. Glad I gave Apex a shot because I'll definitely be back for more.

Fantastic product.

Holds really well! Astra is a great fragrance but it's not too overpowering. Application is easy and has a wonderful matte finish.

Good alternative to Aurora

Unlike others, I don't come from using Rio - I primarily use the Aurora pomade. What I really like about Apex is that the hold is comparable, but application is much easier, less pulling on the hair, and the feel is more natural/less tacky. It does appear to have a matte finish in the hair as stated. I'm happy with it and will probably go in for another. Note the product is gray in color, so when you open the top, don't be surprised.

Jordan Evans
Good stuff

I just got my jar of apex in the mail and I'm really impressed. I have longer hair that I style back and it hits the perfect sweet spot. Enough hold to keep everything in place but still easy to apply and doesn't feel heavy in the hair. It's light, dry, and with solid texture.

I found the halcyon scent a bit too strong but that's just personal preference. I prefer just enough to cover up the base smell of the product and it's definitely noticeable when I'm wearing it. Not a deal breaker, but it's something to note. Fortunately the scent is alright but I would like something a bit more subtle.


Apex is the answer to people that like rio but doesn’t have enough hold for them. Astra is a fantastic addition to her fragrances. Every time Kathy releases something new you can expect great things, her products are all solid. Apex is the perfect product of texture, hold and dryness. Highly recommend grabbing a jar.

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