Living Proof is a science-driven haircare brand founded in 2005 by a team of biotech scientists from MIT, including Professor Robert Langer, one of the most prolific inventors in medicine and biotechnology. The brand was acquired by Unilever in 2016 and has distinguished itself by applying laboratory research principles to haircare, developing patented technologies like the Healthy Hair Molecule (OFPMA) that creates an invisible shield on hair to resist dirt, oil, and humidity.
The Living Proof website offers its full range of shampoos, conditioners, styling products, and treatments organized by hair concern and product line. The brand's hero products include Perfect hair Day (PhD) shampoo and conditioner, which uses the brand's proprietary technology to keep hair cleaner longer between washes, and the No Frizz collection that provides long-lasting frizz control without silicones. Living Proof's formulations are free of silicones, parabens, and phthalates, and the brand provides detailed hair quizzes to help customers find their ideal regimen.