Living proof

Innovative solutions

By leading with science, we design innovative solutions for your real-world hair problems. ‌‌ We know how different and complex hair types can be, so we approach your hair challenges with ingenuity instead of developing a “one-size-fits-all” ingredient or formula.

We don’t follow trends; we develop category-changing technologies. Case in point: the number-one-selling prestige dry shampoo, Perfect Hair Day™. Unlike other dry shampoos on the market that simply load your hair with powder, texture, and fragrance, ours is scientifically designed to actually clean your hair: First, it absorbs oil, sweat, and dirt and neutralizes odors, then it effectively removes the newly activated powders. Leaving virtually nothing behind.

Living Proof products are designed using bioengineering and developed in the lab using a blend of natural and synthetic ingredients to ensure maximum efficacy, safety, and performance, all while remaining cruelty-free.

How do we formulate?

What else is super important? The fact that we never formulate with silicones, which are found in 87% of our competitors' products. While silicones can give hair immediate slip, shine, and softness, they have the opposite effect in the long term. Silicones are actually quite heavy, weighing hair down and causing significant buildup and dullness over time. And because they act as a true sealant, silicones can also prevent beneficial moisturizing ingredients from penetrating the hair shaft. The result? A recurring cycle of damage.‌

Thickening Molecule

Leaves a microscopic pattern of thick dots, creating hair that acts, looks, and feels as if it were naturally fuller.
Volumizing and texturizing molecule

Increases the space between individual hair fibers for long-lasting volume and texture without weighing the hair down.
Healthy follicular complex

Promotes stronger hair from the roots and restores the scalp's protective function for balanced hydration.
Healthy Curls Complex

A biomimetic blend that forms a protective shield around each strand to enhance curl definition and promote curl clumping.

Performance + Control Science

Our scientists are committed to maintaining our products to the strictest standards by using a variety of industry- and hair-specific tests, such as tensile strength, along with advanced analysis such as differential scanning calorimetry, which measures repair efficacy, and SEM (scanning electron microscope) imaging to see what really is left behind in the strands.

Safety + Quality

Safety and quality are always at the core of every formula we create, with more than 450 to date. Through quality control procedures, we ensure microbiological efficacy and evaluate every formula.

Performance + Consumer Perception

However, it is equally important that we keep our consumers involved in our testing protocols through the use of the following analyses: National consumer usage test, Regional household usage test, Qualitative and quantitative product benefit tests, and Competitive comparison.