Women love saying men have it easy at personal grooming. I say, not entirely true. We have our own set of problems, like having to wade through a dizzying ocean of waxes, pomades, clays, muds, pastes, sprays, creams and gels (c’mon, they’ve got to be the same thing at some point…) just for a short crop of hair. Yet, being the uninformed chumps some of us are, we end up swiping inexpensive gunk from supermarket aisles for them to ruin our scalp insidiously.

Technically, guys know how to buy hair products. Can’t say the same for investing in hair products, though.

So to make guys’ grooming truly as easy as the ladies had imagined, we spoke to the founders behind Felden Co – a new grooming platform that merchandises specialty hair and bath products for Asian climate – on how a man can, for the love of his hair, shop smart and spend his money on the right stuff once and for all.


Make good use of the tester. It’s there for free, dude.

  • How it breaks down in your palm

There’s no better way to figure out if a pomade works for you than to rub it between your palms. This will inform you of its consistency and how easy it will be to apply it to your hair. So go on and, well, rub one out.

  • Give it a good whiff

An oft-neglected part of the process is making sure the product is a smell you like, or can at least tolerate. No point looking dapper if your hair smells like socks.

  • Strength of hold

Ever found yourself yearning for a stronger hold on your hair throughout the day? How long the product can sustain your style against elements of nature depends on the engineering of it.

According to Felden Co. co-founder, Sarah Chai, Asian-made products like the Black Friday range tend to withstand Singapore’s heat and humidity, and heavier products don’t always hold on longer. Scoop out a twenty-cent sized goop from the tester, apply on your hair, and get a feel of the hold as the day goes by.

Just don’t be an asshole and leave nothing in the tub for the next customer.

We know you hardly read. But at least scan the label and look out for…

…water-based hair products, which are a lot easier to wash off compared to oil-based products. The Singapore climate may worsen the clogging effects of petrolatum in oil-based products on the scalp and hair.

Sarah also advises that you keep a lookout for synonyms to terms like ‘light’, ‘medium’, or ‘heavy’. They signal how strong the product holds your hairstyle in place.

What’s the brand’s unique selling point?

All that glitters may not be gold. Just because a product is top dollar doesn’t necessarily mean it’s top quality. Focus instead on the brand’s unique selling point; perhaps 100% organic hair products are your thang if you’re one of those BYOB, plastic straw hating Bros.

The best way to be sure is to do your due diligence (like reading Seriously Man voraciously) and experiment with new stuff till your hair finds total bliss.


The only thing better than investing in the right hair product for yourself is to obtain it for free. Felden Co. is generously giving away 3 sets of their Black Friday grooming range in time for your CNY holidays. Each set includes a Fixie Clay (BF), a Water-Based Pomade (BF), and 2x cleansing shampoo from Ohman!.  

Enter the Instagram contest below, and we wish you all the best in your transformation efforts this CNY.

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[Giveaway] CN-Y r u still single??? If you’re a shrewd man, you’d get your relatives inquiring about your great head of hair, not your marital status. The good folks over at @felden.co are helping you guys do just that by giving away 3 sets of Black Friday, a high-quality hair grooming range formulated to keep the SG weather from undoing your ‘do. The set consists of 1x Black Friday Fixie Clay, 1x Black Friday Water-based Pomade, 2x Ohman! Deep Cleansing Shampoo (Original & Classic). How to win: 1. Like this post. 2. Follow @felden.co and @seriouslymansg 3. Tag 2 friends and answer the Q: What do you hate most about CNY? Giveaway ends on 25 Jan. Winners will find us sliding into DMs on that weekend. . . . . #hairstyle #men #style #mensgrooming #instagram #contest #cny #chinesenewyear #giveaway #win #blackfriday #ohman #wax #pomade #shampoo #igsg #singapore #lifestyle #news #blog #satire #gq #esquire #handsome #seriouslyman

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