The Firme Story
All-Natural Pomade Made in the USA
Firme Look is an all-natural grooming brand made in Albuquerque, New Mexico, created for people who care about healthy hair, clean ingredients, and timeless style.
What started as a personal problem turned into a product — and eventually, a standard
Clean, Classy, Chingon
Why We Started Firme Look
Like many men, our founder Diego struggled with dry scalp, flakes, and irritation caused by traditional hair products filled with chemicals and additives.
Instead of settling, he partnered with Bryan to create something better:
an all-natural hair and and beard products that actually works — without damaging hair or skin.
No shortcuts.
No fillers.
Just real ingredients that perform.
Made with Culture
Made From Scratch — By Hand
Every Firme Look product is:
- Hand-crafted
- Small-batch
- Made in the USA
- Formulated and tested by us
We handle the process from start to finish — from recipe development to pouring and tinning. If we wouldn’t use it ourselves, it doesn’t leave our shop.
That’s the standard.
All Natural
Ingredients That Matter
Most hair products focus on hold and shine — we focus on hair health first.
Our formulas are built around three proven ingredients:
- Argan Oil – Deeply nourishes scalp and beard, rich in essential fatty acids
- Jojoba Oil – Mimics natural skin oils to reduce dryness, flakes, and itch
- Castor Oil – Strengthens hair, adds weight, texture, and fuller style
Real ingredients. Real results.