Third and co, classic pomade – medium hold oil based pomade

Third & Co. – Classic Pomade – HedgeLion


Their story:

Proudly Canadian made grooming products since 2015.

For some this might be new news. For others who have followed us for awhile, this is more of an update. As you may or my not know my wife Suzanne and I started a company at the end of 2014 and called it Alt Grooming Co. and originally set out to create a brand of grooming & beauty products for both men and women that used 100% all natural ingredients. The plan was to be “the alternative choice to the multitude of store brand, chemical filled, grooming and beauty supplies we use daily.” and the initial products were well received by those who tried them. These first products were a Beard Balm & Beard Oil for the men and a Body Balm for the women. Then the beginning of what would ultimately change the company came about. Pomade! As I was growing out my hair I asked a friend what he used and was told a couple brands of gel type water based pomades. So I set out to order them and immediately discovered there was a whole world of mens grooming products I was unaware of. Long story short, I ordered a few water based and a few oil based and ended up falling in love with them. Now, being as I was already making the beard  care products I naturally started researching how I could make my own pomades. This process consumed the next year of my life in formulating, testing, reformulating, re testing etc. Ultimately I ended up with an oil based pomade that was no longer 100% all natural thanks to the use of fragrance oils and petrolatum…but it worked great!

It was at this point the brands name no longer felt true to me and I felt less connected in the project. So I set out to change it. There is a blog post on here that gets more into the details, but ultimately a new name and logo was created that didn’t lock us into just grooming products and lent itself better to a brand for men that could include grooming as well as fashion and lifestyle. This is the goal of Third & Co now, to further develop our line of men’s grooming products as well as move forward with plans we have to get into men’s fashion and lifestyle products. In addition we created a new blog to help connect us with our supporters and a YouTube channel to further the experience and showcase products and techniques as well as fashion and even advice. This has been a very long, stressful and somewhat scary journey, but we are very excited for what the future holds.

Thank you for checking out our new website and joining us on this journey. Juan Carlos Huidobro III, Suzanne Huidobro.

More info:


It will be the classic pomade, a petrolatum based pomade. Comes in a 4 oz (113 g) plastic jar. The pomade is grey.


Petrolatum, beeswax, coconut oil, jojoba oil, argan oil, sweet almond oil, avocado oil, castor wax, fragrance oil, vitamin E oil, micas.

  • Looking at the ingredients list, you notice a bunch of good stuff for hair and scalp: nourishing oils and vitamin E.
  • Some info on ‘less occurring’ ingredients:

– Castor wax: also known as hydrogenated castor oil.
– Micas: natural minerals to give the pomade its grey color.


Vanilla and sandalwood. Smells sweet, I capture the vanilla the most. I like the scent, for it isn’t dominant. Noticed a few breezes during the day. People sensitive to strong scents, this is a good option.


My hair: I’ve medium thick, wavy hair. I wear a side part with a contour.

My styling equipment: at the moment, I’m using a brush with wild boar hair, a Denman brush plus a wide tooth comb (detangler). During styling, I use brushes most.

Application: damp hair, 4 scoops of pomade.

Scooping: the top layer requires a bit of pressure and then it comes right out of the jar, in a ‘caterpillar’ shape.

Breakdown: goes easy without any tension. You get a bit waxy, oily consistency with a shiny finish.

Working in: goes in very easy without any resistance, spreads evenly very easy. No real strong grip but because of the waxes, a steady one.

Combing back: without issues, no tug at all. Maybe 3 suffice but I’m a heavy hold user and this is a medium, actually more of a solid medium to me.

Control: keeps away my waves, my cowlicks and sides stay in place, no annoying strays or splits. Styling with the classic pomade is agreeable and easy! My hair didn’t move anymore the moments after I styled. Gives a nice height, nice comb lines, slick and neat hairdo.


On the jar: medium shine. In my hair also. Sheen doesn’t leave the hair throughout the day.


A medium hold is mentione on the jar labels. For me, this is a solid medium.


It got a good test in temperatures around 100° F/38° C (was mostly in the shade), was sweating a lot, did a few short trips per bike, there was some wind. Did some strenuous chores inside. Hair did sag a bit, tiny waving, a few strays, no splits. My cowlicks and sides stayed down.


No problem, no tugging. Keeps a good hold.


Very workable. A few licks extra the next days and off you go.


Contains oils helping to rinse out the pomade (the petrolatum mostly) easier. 2-3 washes depending on your hair type. Hair is soft and conditioned afterwards due to the nourishing ingredients.


Pomps not dead, OG (original).

If you are interested in oil based pomades, join our group on Facebook:


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