Please store Hello Hair in a cool dark place. By this we mean a cupboard, out of direct sunlight. You don't need to store it in the shower because you won't be applying it in the shower. You don't need to store it in the fridge either, however if it has been in a heated environment then we recommend 30 minutes in the fridge before you're ready to use it. If the consistency gets too hard, holding it between your warm hands should fix that. Or have some fun squishing it around in its pouch!