How it works.

Years ago, hairspray was invented to cement elaborate, fussy updos, like the beehive, prom hair, and bouffants into place. The formulas were stiff, so they cracked and flaked, leaving hair with a dull residue.

Over decades, women's styles have changed. Unfortunately, hairspray formulas have not. But Living Proof scientists recognized the limitations of most hairspray formulas. Where you see dandruff and flaking, a glue-like tack, and a dull, crispy finish, we saw a stiff brittle polymer — and room for improvement.

So the Living Proof scientists created a new formula: a blend of polymers that form a flexible web to gently hold strands in place, rather than welding them together. Styling public enemy number one was taken care of when we added our proprietary anti-frizz molecule, PolyfluoroEster, for incredible humidity protection. This combination of new polymers and PolyfluoroEster helps our hairspray to distribute lightly and evenly across each strand.

The result? Hold Flexible Hairspray, a reinvention of traditional hairspray with the uniquely flexible, non-flaking finish. Hold helps hair maintain its style beautifully all day long with effortless hold, natural movement and brilliant shine.

No one will believe you used hairspray, not even you.