This is definitely a staple in my haircare routine! It is the only hair product that allows me to air dry my hair and go out! It makes my waves look wonderful! I never go out without straightening my hair, and this product allows me to not have to! It also does well when I straighten my hair with it. My hair is a sexy messy straight and gives a great grit and texture! I love this product.

This is a weird product. If I use it in just the right way I get amazing, defined waves. If I deviate just a little, I get stiff, sticky, slightly crunchy hair. I had to mess around with this for about a week until I got the hang of it. But that room for error is just so small that it makes this a near miss for me.

I use about the size of a nickel, concentrating on the entire length and roots and making sure to disperse it evenly throughout. Using a cream texture near my scalp seems counter-intuitive for my hair type (very fine, wavy, color treated, long) but it does add volume and thickness. Anyway, after applying I comb through really well, then blowdry until my hair is about 90% dry. While blowdrying I have to brush my hair or else my hair will dry into crunchy sections. At this point my hair is still is still just barely damp. I wrap it up into a bun and bobby pin and leave it for a few hours. When I take my hair down I look like I have twice the amount of hair with tons of long loose waves. My hair isn't dry and stiff like it would be with hairspray, but it does have more of a rough texture and a matte appearance. Not dull, just matte. It has great memory so that the waves stay intact even through sleeping.

The only other way I change it up is by blowdrying until my hair is completely dry and then using a flatiron to make waves or curls. It holds them intact better than the majority of other products I've tried.

There's a few downsides. The cream is like a cross between a clear liquid glue and a white cream, with a sticky texture. It doesn't feel pleasant, and it doesn't smooth through hair well unless you rub it into your palms for a bit and really work it into your hair. Applying it in dry hair is a total failure and won't leave me with anything but a mess. Also, applying it into wet hair and not blowdrying produces crunchy string-hair. If I use even a touch too much my hair is actually sticky to the touch and looks filthy, weighed down, and lank.

I like the tube packaging and twist-dispenser cap. There's a perfumey fragrance that's noticeable for awhile but it's not strong enough to bother me and I'm fairly sensitive to scents. The price is reasonable considering the amount and how little I use each time.

I gave this a 3 because there's just no gray area to using this (at least as far as my hair's concerned). I don't think this is for every hair type, and anyone with fine hair like mine may have to be super careful using it. I'll repurchase for now until I find something similar that creates a beautiful wave just as easily.

I love this product!! I have shoulder length curly hair, kind of thick, and it is difficult to find a product for curly hair that doesn't make my hair frizzy. My friend loves this product so I tried it. It is expensive, but I used a dime sized squirt of this product on my wet hair, and scrunched. The texture seemed a little strange, kind of stiff, so I was worried. Then I blew dry with a diffuser, and I could not believe the volume and curls I got!! Three days later, my hair is still curly and full of volume. When I wake up, I wet it with my head upside down and scrunch, then blow dry with the diffuser and it looks great. I have never had success with Bumble and Bumble before, but this product is the only one I will use now. Plus it will last forever because you do not use much. Very happy!!!

I'm a fan of the messy, next day hair look even though I can't stand not washing my hair every day! So this product has definitely helped me achieve that look. I use about a dime size everyday after my shower and run it through my hair (after spritzing it with B&B's styling lotion) and then I blow dry my hair (no brush, just head flipped over; drying it about 80%) and then I just sleep on it! Next morning, it looks just as I'd want it - not too sleek, not too messy. And it looks thicker! If I shower in the AM, I do the same thing, but then I'll twist my hair up in a high bun for about an hour or so then I'll let it down. It gives me the perfect "kink" to my hair, giving it that - effortless wave and body. I finish off all my looks with B&B's Brilliantine. Awesome product for those with my hair - limp, fine, and stick straight. continued >>

Love this product. It's the only one I can use letting my hair airdry or with a hairdrier. Letting my hair dry naturally I come away with non-frizzy/not huge waves (my hair tends to dry really poorly without some 'help' ) When I use it with a blowdrier to straighten my hair, I come away with perfectly straight hair full of volume! I especially like the way my hair 'conforms' to whatever I want to do when using this. Will buy again and again and again....

Bumble and Bumble products make for gorgeous hair when I leave the salon, but I can not get it them to translate when I bring them home. This made my hair dry (not just matte) and a bit crunchy - I much prefer surf spray or John Masters Organics Sea Mist for texture and slight waviness. Even when combined with a shine serum, grooming cream, or all three, I just don't get it. For the record my hair is long, thick, layered, wavy and virgin - should be perfect for this product.

Hated this. Thankfully, only used a sample from Sephora and didn't actually buy this, otherwise it'd definitely be going back! It made my hair really sticky, frizzy and strawlike. It was really tangled and I had to put argan oil in my hair to defrizz it. It made the ends of my hair frizzy and stick out, but made my roots really flat even though the instructions on the packet said to apply to the roots for extra volume.. nuh-uh. If you have fine hair, you're better off doing the wash-every-other-day routine to get that piece-y look.

I have color-treated naturally curly hair. My hair falls a few inches below my shoulders. My hair isn't particularly thick (strand-wise), but I have a lot of it. It tends to weigh down throughout the day and gets flat on top. Bb Texture gives me all-day-long lift and volume.
I only use it on the roots when my hair is damp. I put about a pea-sized amount on my fingertips, rub them together and then rub it at the roots on damp hair. Then I clamp my hair with a couple of those claw clamps along the part while I do my makeup, have breakfast, etc. (i.e., while my hair is drying a bit naturally). I finish drying the top of my hair, lifting it with a pick or my funky looking Deva dryer attachment. Voila - root volume all day!

EDIT 03/28/12---I will absolutely NOT repurchase any B&B products until they choose to quit misleading their customers about animal testing and fully commit to a no animal testing policy.
I have to say this is my all time favorite volumizing product. I have super fine, thick hair that just wants to hang there. A little of this and I get awesome (think Victoria's Secret) volume and not just at the roots. If my hair starts to look a little flat I just mess it up a bit with my fingertips and I'm good to go all day. Smells nice. BB does not test on animals. It's expensive but, really, it's going to last because you only need a bit. I like that this does not make my hair look dull but don't expect to run your fingers through silky locks....for that you need Grooming Creme...but then you don't get the volume. continued >>

I tend to use many Bumble & Bumble products over the years. I have thick hair which holds alot of water & I usually take 45mins to blowdry my hair. My hair isn't very long, just 4 inches past my shoulders. I've been religiously using BB Grooming Creme & Brilliantine. So I know they make excellent products. I had very high hopes for this Texture product which makes it all the more disappointing. I read reviews that it would give a beachy wave. I should have stuck to my Sea Salt spray. I understand this is a GEL-CREME product but it is more GEL like than creme. This did not give me beachy, undone or textured hair style. Instead it made my hair feel sticky, looked totally dried out & feel dried out as well....Matte would be one thing, this product my hair feel like I had been in the Sahara for a month!!! Topping that off it felt very heavy & not in a volume way. It made my hair look somewhat matte but when I touched my hair it felt disgusting. Awful, just awful. I used it three times seeing if it was maybe my use of the product and took it back to Sephora. I'm going to stick with Brilliantine & Grooming Creme. Brilliantine is oil-based which is why it isn't sticky like Textured but I can't see how anyone can like the feel of Texture in their hair...unless if they have super short hair. I have long hair & want my boyfriend to run his fingers through it, not get grossed out!!!! continued >>

Sephora had BB stylists giving free services, and my stylist used this product on my fine straight blah hair. He used a surprising amount- at least a tablespoon- and worked it through my damp hair. He separated my hair into two sections, which he coiled into two separate ballet-bun-like things, and used a diffuser to dry them. It took him about five minutes, and the result was that I didn't recognize the voluminous, beachy sexy hair as mine! This does give your hair a crunchy texture, so it's not something you want to run yours hands through, but used well, it can deliver lots of oopmh. He said the hair needs to be wet for it to work, and the silicone allows me to wash my hair every other day (sometimes every 3rd day) instead of every day.

I love any product that makes me look better with minimal effort. My hair is long, fine and straight, and when I air-dry normally, it looks...long, fine and straight. Bb Texture gives me texture, lift at the roots, and a little body throughout. disclaimer: I love that kind of gritty, second-day hair with what I like to think of as "good frizz." Think Clemence Poesy hair - this delivers.
I emulsify a pea-sized drop in my palms and work it into damp roots, and then I do another, just slightly, bigger drop and work it into the lengths of my hair. I let it air-dry almost all the way, then spend just a couple of minutes blow-drying the roots sideways for body, then air-dry the rest of the way. My hair is still straight - it won't create wave on it's own - but it has lots of lift and texture. And while it is pricey, it will last forever - I use 2 pea-sized drops every other day.

Made my wavy hair frizzy and looking like a clown. Hideous.

This is a very good product when I don't wanna blow dry my hair. It definitely makes it more attractive for me to air dry. I've got fine hair with oily roots, and this seems to mattify it and act like a dry shampoo which I love. And it cuts down drying time in half!
I wish it'd have a bit more hold, though - I don't get a TON of volume, maybe that's because I always leave it to air dry, but it does make hair easier to work with, giving it that tousled beachy look without being dirty or greasy (like surf spray tends to be).
I bought the small tube but will eventually buy the big one, even though it's pricy (and B&b will soon turn up their prices on all products, says my stylist).
UPDATE (3/1-2012):
Still using and loving this. I'm giving it one more lippie, since it's proven to be consistently good. I use it with Prep and Does It All spray and it makes my hair look gorgeous, full of volume in that casual, tousled way. Never makes my roots greasy or dries out my ends. A little goes a long way too. continued >>

I have a love/hate relationship with this product. I bought it months ago when it first came out and, in light of the positive things it does, have been experimenting with it ever since. I said I'd re-purchase, but I'm truly on the fence about that.
So, for context -- I've got shoulder-length, layered, fine-medium, dishwater blond hair and lots of it. It's changing in odd ways -- it's been developing strong waves but only at the BACK OF MY HEAD; the top, front, and sides of my hair is straight to weakly wavy. It's bizarre. I've battled with slippery hair and hair that lays flat at the root all my life.
The good - it definitely counteracts the flatness at the root, providing body/lift there regardless of the weather, including the dreaded humidity.
The bad - although I've experimented with quantity (and too much leaves a gritty residue -- yuk - on your hair), it makes my hair tough to deal with. . . as in blowdrying it literally produces an odd, fuzzy brillo pad look. . . what you'd imagine Larry from the Three Stooges would look like if he stuck his finger in a socket.
I'm trying to use it with other things - before, after, mixing - and have yet to find a good cocktail. I have managed to mitigate the brillo pad effect, but my hair seems to lack elasticity/flexibility with this stuff -- you know that helmut head you can get if you use too much hairspray? It's that firm -- not that hard, but that firm. I've weaned myself from hairspray for about a year now, but I'm not anxious to replace it with any helmut, no matter how wind-blowable it is. I'll update if I can find the right cocktail, but for this price, I'm thinking this is not the product for me.
Tips -- too little will do nothing; too much will be gritty. If you look at Bumble's youtube videos, they use about a quarter on my length hair. I'd start between a dime and nickle and build from there. It's VERY STICKY - don't try to apply to dry hair; your hair needs to be wet. Emulsify it after putting your blob in your palm by rubbing your hands together. If you want lift at the root, be careful not to apply too much in one spot. I don't know what improvement Bumble's Prep might have in using this product -- they always use it first. I'm not willing to commit to purchasing two products indefinitely just to make this one work for me.

Not 100% sure if it's this product alone I love...but I used it w/ PhytoVolume Actif and it made a drastic difference on the texture of my hair. I was so happy with it. I would highly recommend for fine hair! :)

Yay, does what it says it will. I have quite heavy asian hair but it's not thick, some layers and a very slight wave. Just past shoulder length. When it was shorter and more layered surf spray worked well to kick out the ends but as my hair got longer, surf spray didn't seem to do much but make my hair "rough". Texture really brings out the wave. I twist my hair as it's drying and I get a couple of loose ringlets at the front with Texture and some wave at the back. It does kill any shine but you can't have everything. Also, added bonus, I can skip washing my hair the next day (usually wash it daily) as it seems to absorb any oil. Does add volume. Don't bother using it on dry hair, won't work. dampen your hair with a spray first.
It does make my hair feel clumpy and sticky so what I do is apply a decent amount (a streak across my palm) work my hair (put it in a loose bun - i can just tie a knot and it holds with Texture, let it down, scrunch it, twist it, put it in a bun etc) as it's drying. then when it's pretty much dry, rake it with my fingers to "break up" the stiffness. I don't recommend brushing - your hair will turn into a bush.
it's £22 in the UK which is pricey but okay for something that actually works. And you do get a lot of product - about the size of a very large tube of toothpaste.

I have half straight / half wavy heavily highlighted hair. This is the first product that did not leave me w/ frizzy hair & didn't leave me a tangled mess. Gave me tousled waves & volume & think this product would work for me on days I want to air dry. What I didn't like is the price - pretty steep. I didn't realize how little I would use (the size of a large pea) not to mention I only wash my dry hair 2 maybe 3x a week and may not use this product all three days. so going thru the large tube for $26 is going to take me forever & a day. I could see if you do hair for a living & would use this multiple times a day but If you are like me, consider the purchase of the smaller tube which sephora does not seem to carry. Ugh. Overall I liked but took lippies off cuz of the price. continued >>

I have long black pitch straight hair and I love the beachy, tousled, wavy hair look. After loving the surf spray, I gave this a try and I loved it. I applied a quarter size of the product on my damp hair and then spray some shine spray, let it air dry a bit and then tie my hair in a bun and sleep on it. In the morning, I wake up to beautiful tousled waves without the use of a flat iron. My hair feels thicker and volumized without the stickiness. I get compliments all the time! If I really want to get more curly-messy look, I apply the surf spray as well when my hair is damp.

I have been searching for ANY styling creme that does not have a fragrance. This is it! Plus is actually does what it says is it supposed to. This gives my hair texture and body. I have short, fine, color treated hair. I am so excited to find it!
When I use it I really emulsify it in my hand prior to putting it in my hair. I really like to use it on dry hair. It is great to use to let my hair air dry. Normally, it ends up stick straight if it air dries, now it is full of texture.