Aveda Grooming Clay

5.05 Star

This Pure-formance™ Grooming Clay adds strong hold without adding shine. Its light-weight, micro-fibres provide the control you need to create any style-with a comb or your fingers. Perfect for adding thickness to hair.

User Rating: 4

Available From

John Lewis £22.50 Shop now
Aveda £22.50 Shop now
Harrods £22.50 Shop now
US Retailer $25.00 Shop now

Why We Love It:

Aveda is one of my favourite haircare brands. An OG of the ‘ethical and clean ingredient’ brands.

Not sure how much of a ‘clay’ this is but it does work! Great volume and a malleable hold.


A really, light, pleasant scent. Stays true to Aveda’s roots. Smells clean and not packed-full of chemical compounds.
Rich, spicy and refreshing aroma with kunzea, citrus and certified organic essential oils of spearmint, vetiver, and lavender.


Very creamy. Doesn’t feel like a clay.

Application and Styling

Beyond easy to apply and style with. Really responsive in the hair. Picks it up and allows to build volume. Weightless lift from root.


A light, natural finish to the hair. Looks healthy and smooth. Hair doesn’t dry hair and retains its moisture.


The hold is surprisingly good. Although the product looks like a cream, it holds well. For extra peace of mind, I’d recommend using a hairspray to lock it into place.


Washes out with ease. No stickiness or residue.


100% post-consumer HDPE jar. Please recycle. Carton is minimum 90% post-consumer recycled fiber. Please recycle.

Packaging: 5 Star
Smell: 5 Star
Styling: 4 Star
Application: 4 Star
Finish: 5 Star
Washability: 5 Star
Consistency: 4 Star
Hold: 4 Star
Overall: 5 Star


Paraben-free; sulfate-free; phthalate-free, cruelty-free.
Kaolin (clay) is fairly low down on the list of ingredients. Is it really fair for Aveda to call this a “Grooming Clay”?
Water\Aqua\Eau, Canola Oil\Huile De Colza, Hydrogenated Castor Oil, Cetyl Alcohol, Oryza Sativa (Rice) Bran Wax, C14-22 Alcohols, Steareth-21, PVP, Glycerin, Alcohol Denat., Corn Starch Modified, Silica, Starch Hydroxypropyltrimonium Chloride, Orbignya Oleifera (Babassu) Seed Oil, Boswellia Serrata Extract, Scutellaria Baicalensis Root Extract, Glycyrrhiza Glabra (Licorice) Root Extract, Yeast Extract\Faex\Extrait De Levure, Hydrolyzed Algin, Calophyllum Inophyllum (Tamanu) Seed Oil, Zingiber Cassumunar (Ginger) Root Oil, Malt Extract, Tocopherol, Glycine Soja (Soybean) Oil, C12-20 Alkyl Glucoside, Glyceryl Stearate, PEG-100 Stearate, Zea Mays (Corn) Starch, Kaolin, Sodium Chloride, Fragrance (Parfum), Limonene, Linalool, Citronellol, Geraniol, Citral, Coumarin, Ursolic Acid, Potassium Sorbate, Sodium Benzoate, Phenoxyethanol.

Have You Tried This? Review It.

If you’ve tried this, share your thoughts and help others decide if this is right for them. Use the box below!

  • saf_akone says:

    The Aveda Grooming Clay is one of my favourite products. It’s incredibly soft and easy to apply so there’s no tugging or pulling. I always apply product to towel-dried hair without any pre-styling, blowdrying or hairspray. One thing I would advise is that it doesn’t provide that strong of a hold when your hair is long, my hair is naturally very thick and coarse and as you can see in the picture, quite lengthy. So this does result in my hair flopping because my hair is very weighty. However, on shorter hair the hold is much stronger. The product also washes out with water easily.

    User Rating: 4
  • George says:

    Any products similar to this one that don’t have a strong scent? Really like it but the smell is way too strong for me.

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