American Crew Celebrates 30 Years

Men’s haircare stalwart American Crew is celebrating 30 years, having been founded in 1994 as a pioneer of men’s grooming. The brand are celebrating by looking back at their most important style moments.

“We are proud of the American Crew team and the incredible achievements we’ve reached as a result of our hard work every day,” shared Brad Raper, General Manager of American Crew and Revlon Professional Australia. “For the last 30 years, we have held a commitment to providing simple, yet effective grooming products that deliver both functionality and a multi-sensory journey, and we look forward to another 30 years in continuing to deliver only the best for our customers.”

In 30 years of the brand’s iconic history, American Crew saw the launch of Fiber in 1995 and broke the mould with its distinctive packaging, moving through the Leonardo DiCaprio-esque styling of the 90s – think curtain bangs with natural volume – with the necessary strong hold and matter finish. 2000 saw the launch of the Shave and Beard line that also revolutionised its product range, while more recent innovations and partnerships have seen them merge with ‘The Ryan Reynolds’ perfect pulled-back pompadour in 2016, expanding their Pomade line with their Cream and and Heavy Hold Pomade.

Recent launches have seen the new Fiber Cream and Grooming Foam in 2019, their diverse ten different Hair Styling Pucks for the modern man, launched in 2023, and a myriad of continued product innovations, editorial, runway and campaign collaborations and celebrity style. The brand is well-known for its red-carpet styling at the Oscars and beyond, as well as their style all the way to the professional sporting field. Major celebrity partners include Jamie Dornan, Robert Downey Jr. and Matthew McConaughey, who were all styled with American Crew products at the 2024 Oscar Awards, while A-listers such as Andrew Garfield, Miles Teller and Barry Keoghan have recently worn the products on the red carpet as well.