What separates us from the rest? Our patented technology.
Because when brilliant science influences beauty, breakthroughs happen.
To solve the root causes of everyone’s top hair concerns: frizz, damage, and fullness, our team of stylists and scientists analyzed 100s of competitive products that have been in the market for the past 30 years. What they found was that the traditional beauty industry relies on heavy silicones that mask hair symptoms but don’t really solve them. What came next from those studies were three revolutionary discoveries that appeared in the form of microscopic molecules. The first, our Healthy Hair Molecule (OFPMA), creates a weightless, invisible shield that repels dirt and oil to keep hair cleaner, longer. The second discovery was our Thickening Molecule (PBAE) which creates revivable body that lasts up to 5x longer on even the finest hair and without the usual stiff, sticky results. Our third discovery was a Volumizing & Texturizing Molecule (ETAS) that delivers bigger, longer-lasting volume without weighing it down.
Discovery No. 1
OFPMA is a colourless, odourless liquid, patented for use in shampoos and hair products created by Living Proof. We discovered that OFPMA offers a superior way to care for hair through creating a weightless, invisible shield over each hair strand. We add it to our hair products because it repels dirt, resists humidity, polishes and protects hair strands, smooths without weighing hair down and therefore creates visibly healthier hair over time. Find out more about OFPMA.
- Repels dirt and oil so hair stays cleaner, longer
- Eliminates frizz by blocking humidity
- Polishes and protects hair strands
- Smoothes without weighing hair down
- Creates visibly healthier hair over time
Discovery No. 2
We discovered a better way to create thickness, body and fullness without stiff, sticky resins. Our patented Thickening Molecule (PBAE) is a tiny molecule that does big things. Literally. Our Thickening Molecule is a more effective way to bring fullness and thickness to hair. It creates a microscopic pattern of thickening dots on hair for long-lasting, touchable fullness, body and thickness.
- Makes fine, flat hair look, feel + behave like full, thick hair
- Builds revivable, long-lasting body without stiffness
- Uses thickening dots to create friction, the physics behind getting texture + fullness on even the finest hair
Discovery No. 3
We discovered a better way to create volume and texture on hair without heavy powders weighing hair down. Our patent-pending Volumizing + Texturizing Molecule (ETAS: Expandable Textured Aero-Spheres), is lighter and bigger than industry standard ingredients so it delivers big volume and texture on your hair without weighing it down.
More questions about our ingredients? Your questions answered here: Our Ingredients
- Is almost as light as air and provides instant, weightless volume and texture that lasts
- Transforms fine, flat hair into voluminous styles
- Works on dry hair for results anywhere, anytime
Discovery No. 4
We discovered a better way to protect and enhance color while improving the health of hair without silicones. Traditionally, color care products have used heavy silicones that protect your color but also weigh down your hair. This leads to even more shampooing, additional color loss, and a continued cycle of damage. Our Locking Molecule (CPULA) forms a protective layer to help lock in color and deliver essential fatty acid to improve hair health.
- Forms a protective layer to help lock in color
- Helps replenish the outer layer often damaged during the coloring process
Technology with a Conscience
Free of silicones, parabens, phthalates, and animal testing.
Full of science that is non-toxic, and safe for color and chemically treated hair.
Since day one, harmful ingredients have never had a place in any of our haircare lines. Our founders recruited scientists from outside of the beauty industry, leaders in cancer research and restorative surgery breakthroughs (where the work is a matter of life and death), to discover, formulate and test every innovation right here. Our products are our own, so it’s no wonder that our scientists hold themselves to a higher standard of analysis for everything that comes out of our labs.
We’ve always taken these added measures, not because it’s trendy or easy, but because using science to create safer, smarter, more effective choices for your haircare regimen is the right thing to do. It’s what we do.