With over 75 years of expertise, we've blended the best of old and new to give modern gentlemen a well-groomed look. Since 1937. New. A discerning gentleman knows a quality product when he sees it. Suave understands this. Heritage Edition combines our enduring formulations with today's hard-working ingredients to bring you a vintage inspired men's grooming line with a contemporary twist. This versatile matte gel gives long lasting, flexible control for a texture finish. It leaves your hair easy to style without all the stiffness or shine. Salon proven to hold as well as Redken for Men (vs Redken Grip Tight Holding Hair Gel for Men. Redken and Grip Tight are registered trademarks of L'Oreal USA Creative, Inc.). Questions? Call 1-800-782-8301. Made in USA.