Living For

Everything to Know About Living Proof’s Reformulations

There are more haircare products than ever, but shampoos and conditioners tend to focus on a single benefit or result—like damage, frizz, or lack of fullness. They don’t recognize that hair can be pretty complicated, and that dealing with one hair issue often leaves you having to sacrifice something. Shouldn’t your shampoo and conditioner address those multiple concerns in the same shot? 

Gone are the days of having to choose between benefits. With our newly reformulated Shampoos and Conditioners, you can now smooth, hydrate, revive, or volumize while also repairing damage and protecting strands from environmental stressors. Think of it as a serious level-up that simplifies how you shop for haircare. Here, what you need to know. 

Behind the Reformulation 

We surveyed 1200 prestige consumers to understand what they wanted most from their shampoo and conditioner. Across those surveyed, consumers' top two requests were damage repair and protection from everyday stressors, which are both totally valid. Because here’s the thing about unhealthy, damaged hair: It has 45% less movement. That means it’s less pliable, so it just kind of hangs in place, without any natural bounce or life to it.

When our scientists sought to optimize our existing Shampoos and Conditioners, they had one goal in mind: No more trade-offs. Instead, they engineered a new way to infuse our Full, Restore, Perfect hair Day™, and No Frizz formulas with reparative and protection benefits while reinvigorating each collection’s concern-driven benefits. When the cuticle is restored to its healthiest state, it doesn’t just make strands look shinier or feel softer: It actually helps hair to move differently, too. That’s because when damage is addressed, hair becomes more flexible and pliable, leaving it with the unmistakable bounce and swing that comes with healthy hair.

How the formulas are different 

We know how different and complex individual hair types can be, so we approach your hair challenges with ingenuity instead of developing a "one-size-fits-all" ingredient or formula. Instead, we wanted to reformulate to create bespoke-like solutions that are scientifically tailored to solve unique hair challenges. Using gap analysis data, our Product Development team created over 100 different formulations across collections—but all with different blends of different ingredients to ensure the best results for the hair you already have. Here’s where we landed:

  • Now found in our four newly reformulated shampoos, our Proprietary Amino Cleansing Complex gently removes sweat, dirt, oil, product buildup, and pollution particles, all without stripping or drying out strands. This plant-derived and sustainably sourced ingredient gives our shampoos a silky, luxurious lathering experience that rinses out easily.
  • Marine algae polysaccharide, meanwhile, helps to shield strands from pollution particles, defend against oxidation caused by UV rays, and reinforces the cuticle to protect the cortex (hair’s inner structure). It serves two key functions across all eight of the newly reformulated Shampoos and Conditioners: Environmental protection and cuticle defense, giving hair protection from environmental aggressors such as pollution and UV rays.
  • Next, phytantriol is a long-chain molecule that helps to preserve hair color and reduce the damaging effects from thermal and environmental aggressors, while hemisqualane—a lightweight emollient found in all four of the reformulated conditioners—is derived from sugarcane and helps to seal cuticles, reduce damage, and enhance shine. It’s engineered to mimic the look and feel of silicone, but without the weight and buildup that increases over time when using silicone-laced products.

Meet the newly reformulated collections 

By uniquely tailoring our reformulated Shampoo and Conditioner systems, we can address the common challenges associated with individual hair types, repair damage, and prevent new breakage. And when your hair is repaired and protected, it’s healthier. And healthier hair moves differently: Hair fibers have more vitality, swing, and bounce. It’s the kind of movement that’s unmistakable—and until now, seemingly impossible to recreate with just the help of a shampoo and conditioner. 

Best for Fuller, More Voluminous Hair

The newly reformulated Full Shampoo and Full Conditioner deliver 2x the volume with one use* as well as provide reparative and protective benefits from future stressors, such as heat styling and pollution. Full Shampoo is a lightweight formula that gently cleanses without stripping; Full Conditioner is also lightweight, but provides fine, thin, or flat hair with the moisture it needs.

Together, they leave hair fuller, softer, and shinier. Plus, thanks to our Proprietary Amino Cleansing Complex and protective and reparative ingredients, hair is guarded from environmental stressors, color fade, and breakage while correcting existing damage. And since hair is left cleaner, longer, you’ll need to wash less frequently, helping to end the perpetual cycle of hair damage.

*Based on laboratory testing of Full Shampoo + Conditioner vs. untreated

Best for Smooth, Shiny, and Easy-to-Style Hair

Perfect hair Day™ Shampoo and Conditioner not only enhances natural shine, increases manageability, and smooth strands, but now also offers repair and protection benefits with every single wash from everyday stressors and styling damage, too. Perfect hair Day™ Shampoo is a hydrating shampoo engineered to gently cleanse without over- drying strands; Perfect hair Day™ Conditioner is a hydrating conditioner engineered to deliver instant strength, shine, and protection.

Together, the shower power couple results in silkier, healthier-looking hair with every wash. Plus, thanks to our Proprietary Amino Cleansing Complex and protective and reparative ingredients, hair is guarded from environmental stressors, color fade, and breakage while correcting existing damage.

Best for Stronger, Bouncy Hair

Restore Shampoo and Conditioner are now even more effective at stopping the cycle of damage, transforming hair to look and feel visibly healthier—straight from the shower. With the ability to combat key signs of damage for smoother, softer, shinier hair after two weeks of use, Restore Shampoo is a deeply fortifying shampoo engineered to gently cleanse hair while reversing damage. Restore Conditioner is a deeply fortifying conditioner engineered to revive damage by smoothing, repairing, and protecting hair, leaving it healthier-looking and more vibrant.

Together, they reduce over 70% of breakage, making the duo ideal for those with weakened or damaged hair. And since hair is left cleaner, longer, you’ll need to wash less often, helping to end the perpetual cycle of hair damage and resulting in healthier-looking hair over time. Plus, when the cuticle is in in tip-top condition, your strands don’t just look shinier or feel softer, it actually helps hair to move differently. That’s because when damage is addressed, hair becomes more flexible and pliable. The result? That unmistakable movement, softness, bounce, and swing that comes with healthy hair.

Best for Smooth Hair That Actually Lasts

No Frizz Shampoo and Conditioner stops frizz before it can start, blocks humidity, and tames flyways. The result? Healthy-looking hair that’s smooth, sleek, and full of movement. No Frizz Shampoo is a nourishing shampoo engineered to gently cleanse and smooth hair while also providing humidity protection; No Frizz Conditioner is a nourishing conditioner engineered to smooth hair by eliminating frizz, locking out humidity, and adding shine. Together, they make noticeably smoother hair after just one use.

Looking for Curl?

We didn’t reformulate our Curl Shampoo and Conditioner—after all, why mess with perfection? In fact, it was already a bespoke formula designed to cleanse and care for curls, with the ability to deliver 3x stronger curls, so there was no need to reformulate. 

*After one use of Shampoo + Conditioner vs. Untreated

Now, with more options to choose from, it’s possible to find the one tailored to your hair texture and concerns. Not sure where to start? You can easily find the right shampoo and conditioner for you by taking our hair quiz — think of it as your starting point to a better wash day and healthier hair.

Living Proof logo


Living Proof Review Team

Related Articles

Image without a name
Living For

How Living Proof Celebrates National Hairstylist Appreciation Day

Read More
Image without a name
Living For

Meet the Winners of Living Proof’s Women’s Leadership Solution Prize in Collaboration with MIT Solve

Read More
Image without a name
Living For

Introducing Lily Collins for Living Proof

Read More