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In 1999, founder & barbering perfectionist Donnie Hawley's frustration with traditional petroleum-based hair products resulted in the birth of Layrite - "Hold Like Wax & Wash Out Like Gel" - a water-soluble pomade that will give you the hold you need but also rinse out without going gloopy & leaving a ton of residue. After a comment from one of his patrons that it was the only stuff that would make his hair lay right, the brand was born.