Wella Professionals EIMI Rugged Texture Paste is a hair styling paste for strong hold and definition. Rugged Texture adds texture and control to any hairstyle while keeping the hair moisturized. Rugged Texture Paste has an aromatic scent and is set at level 3, strong. Transform your hair and put your own stamp on any hairstyle with EIMI Rugged Texture Paste or other products from the Wella Professionals EIMI collection. After using Wella Professionals EIMI products, you get beautifully styled hair that keeps its shape all day.