Hairstyling allows the creative expression of individuality and well styled hair can significantly increase self-confidence as well as enhancing appearance. Trend is that consumers desire tailored products to create sophisticated style to meet their individual needs. To address the latest consumer trend and needs in hair styling, DSM launches its latest hair fixative polymer, TILAMAR® Fix A140. This is a easy and simple to use, versatile fixative polymer which fits for a broad spectrum of product forms. Primarily it provides superior strong hold and control to maintain a long lasting hair style, even in the high humidity environment, but also it brings additional benefits which modern consumers highly desire for: such as natural look, quick dry, non sticky, non flaking, easy to brush out and wash off. These features is a result of an unique design of the polymer architecture, allowing an instant yet firm spot welding between hair strands and lock in the hair style quickly. This presentation also touches on various types of formulation designs using TILAMAR® Fix A140 to meet modern consumer needs on hair styling products.