Wella Professionals EIMI Bold Move Matte Texturising Hairstyling Paste (Hold Level 2), 150ml

If you like your hair to look styled rather than lacquered, this paste is built for that in-between zone: workable texture with a matte finish. Wella Professionals EIMI Bold Move is positioned as a light hold styling option (Hold Level 2), so it’s more about shaping and definition than holding a dramatic, all-day set.

The essentials (what it’s for)

Bold Move Matte Texturising Hairstyling Paste is a texturising paste designed to add grip and separation while keeping things looking natural thanks to its matte result. Over the course of the day it’s the sort of product that tends to suit people who want control you can still move with your hands—especially if your style benefits from a bit of piecey texture rather than a glossy finish.

On paper, it also uses Brazilian carnauba wax as part of the formula, which is the kind of ingredient choice that often supports feel and pliability in this category. That said, wax-based pastes can be a little unforgiving if you go heavy, so it’s worth using restraint at first.

What stands out in everyday styling

Where this paste tends to make sense is when your goal is definition you can build. Start with a small amount, warm it between your palms, then work it through damp or dry hair to create texture and lift. You’re effectively aiming for “styled but not stiff”.

The Hold Level 2 rating matters here. It’s a light hold: good for loose texture, casual styles, and reshaping throughout the day. If you’re after something that locks hair into place from morning to night without touch-ups, you may find it sits on the softer side.

Key takeaways on performance and feel

A matte texturising paste can be a bit of a balancing act. Too little and you’ll feel it hasn’t taken, too much and it can weigh down the look or make hair feel coated. This is where the “light hold” approach can be a plus—you can keep adjusting without the product feeling like it’s setting permanently.

You’ll likely get the most from Bold Move if you prefer flexible styling, and if your hair type can benefit from added separation. If your hair is very fine, you may need to start with even less product than you expect, because pastes can dull volume if over-applied.

One more thing to bear in mind: the product is described as “matte” and “texturising”, so it’s not trying to deliver shine. If you want sleek, reflective styling, this isn’t the direction it’s aimed at.

Tech specs

• Name: Wella Professionals EIMI Bold Move Matte Texturising Hairstyling Paste
• Type: Hairstyling paste
• Format: Paste
• Hold Level: 2 (light hold)
• Finish: Matte
• Size: 150ml

Who it suits best (and who should skip it)

It’s a good fit if you want a light, workable matte paste for everyday texture—think casual looks where you want movement, separation, and an easy reset later. It also suits anyone who doesn’t want their style to feel “set in place” the moment they step out the door.

It’s not for you if you need strong, long-lasting hold to keep everything locked down, or if you’re specifically chasing a shiny finish. You may also want to skip it if you regularly apply heavy amounts of product—wax-based pastes can start to look and feel a bit too much when you overshoot.

Getting the most from it (practical tips)

Try this approach for a realistic, piecey matte style: take a small pea-sized amount (or less to start), rub it into your palms until it feels evenly distributed, then scrunch or twist through the hair. Focus on the mid-lengths and ends for texture, and only add extra if you need more separation. If you’re styling dry hair, use less than you think—you can always add more, but it’s harder to take back.

If your hair is prone to falling flat, concentrate the paste on areas you want lifted, rather than smearing it across everything. For very thick hair, you may still find it needs multiple passes, because light hold products are designed to stay flexible rather than rigid.

Is it worth it?

Buying this makes sense if you like matte texture, want light control (Hold Level 2), and enjoy a style you can tweak rather than one that feels permanently fixed. For daily styling and modern, natural-looking separation, it fits the brief.

However, if your priority is maximum hold—especially for slick, gravity-defying shapes—or if you want shine, you may end up frustrated. In that case, a stronger-hold styling product is likely a more sensible route.

Mini FAQ

Is this suitable for everyday styling?

Yes, it’s aimed at light, workable control, which generally fits everyday texture and styles you may want to adjust as you go.

What does Hold Level 2 mean in practice?

Hold Level 2 points to a light hold. Expect flexibility and a more natural finish rather than hard, long-lasting lock-in.

Does it leave hair shiny?

The paste is described as matte, so it’s meant to reduce shine rather than add it.

Can I use it on dry hair?

It’s designed as a styling paste, so it can be used to shape and add texture, just start with a small amount to avoid looking over-coated.

What’s the main limitation to watch for?

Because it’s a wax-based matte texturiser with light hold, using too much can weigh down the look or make it feel heavy—start small and build.