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At Living Proof, we’re rooted in innovation.

Established in 2005, our founders were an ingenious mix: biotech scientists who had no preconceived notions of what could be done in beauty, and industry-leading stylists who were fed up with the limitations of conventional products. Together, they started a revolution in haircare, pioneering a line of breakthrough, silicone-free products with patented technology originating from MIT.

Our fresh, innovative approach was long overdue. Twenty patents later, across 50 unique products, Living Proof has won more than 150 awards for disrupting the industry and solving the toughest problems in haircare. Our drive to reveal the best version of your hair has only gotten stronger. We continue to break through industry standards, creating cutting-edge products that will transform your confidence, your outlook, and your every day.

We are the science. You are the Living Proof®.

The Living Proof Difference

the “no list”

responsible performance. no compromises.

Ingredients aren’t black and white, or simply good or bad. Here, we break it down for you.
Pthlalates: In personal care, they can be found in fragrances. We don’t use them because they’re thought to be endocrine disruptors.
Parabens: A type of preservative, parabens are found in beauty products to prevent bacteria and mold. Parabens were thought to be endocrine disruptors. And while there isn’t strong research to support the health risks of parabens, we know our consumers don’t want them in their products, so we don’t use them.
Formaldehydes (Donors + Releasers): A type of preservative, formaldehyde donors release a small amount of formaldehyde over time to prevent the growth of microorganisms. While formaldehyde donors are considered to be safe at low levels, there are some studies that show that formaldehyde can cause allergic contact dermatitis in skin. We’ve chosen to use other preservatives in our formulas that are less likely to cause this type of allergic response.
SLS + SLES: Sodium Lauryl Sulfate (SLS) and Sodium Laureth Sulfate (SLES) are effective cleaning agents used in a wide variety of personal care products, such as shampoos, body wash, and toothpaste. However, they can be a little too effective and can actually strip and dry your hair. While SLS and SLES are safe for use in shampoos, we formulate our shampoos with alternative surfactants that are effective, yet mild and gentle.
cruelty-free
Living Proof is a part of PETA’s Beauty Without Bunnies program. We are cruelty-free, and conduct absolutely no animal testing.
Healthy Hair Molecule
Our proprietary ingredient that repels dirt, resists humidity, polishes and protects hair strands, and smooths hair—without weighing it down. The result? Healthier hair over time.
Thickening Molecule
Our patented molecule that creates a microscopic pattern of thickening dots on your hairs’ strands, bringing long-lasting fullness and thickness to your hair.
Volumizing +
Texturizing Molecule
Our molecule delivers big volume and texture to hair without weighing it down. It can work on dry hair for instant results—anywhere, anytime.
Locking Molecule
Our molecule forms a protective layer to help lock in color and improve overall hair health. It replenishes the outer layer of hair, which is often damaged during the color process.

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