When it first arrived in stores there was just the this plain available in clear or brown no frills gel that claimed no tack no flakes. What they do claim to include on the ingredient list is love and pride. How could I not give it a chance? Apparently lot’s of ladies felt the same way. At about $3 a lb it wasn’t that big of a risk. Glad I took it. The popularity of this alcohol free, extra hold,water based formula with added moisturizers and protein has seen the addition of several additional formula’s. Blue for color treated hair, pink anti-itch formula, yellow for extra hold, and most recently an olive oil and an argan oil formula. Used straight or watered down to a setting lotion this is an absolute steal. Tip: the tiniest dot can double as shadow primer.