Problem-solution hair brand Living Proof, which has built a following based on targeting and reversing specific hair issues like frizz and strand thinness, is aiming to be a bit more universal — and multitasking. It’s newest offering, Perfect Hair Day 5-in-1 Styling Treatment, unites a pair of exclusive Living Proof molecules for a dose of smoothness and volume, two usually incompatible results. “It’s the first time we’ve been able to combine both of our proprietary molecules into one formula,” said Jill Beraud, chief executive officer of Living Proof. “We believe that the PHD franchise will be one of our most universally appealing products to date as it is a combination of both treatment and styling benefits.
The Styling Treatment features OFPMA, a molecule utilized in Living Proof No Frizz and Restore for smoothness and shine, paired with PBAE, a hair-thickening agent used in the brand’s Full franchise. “When we first saw these two molecules combined, we saw they were nullified,” said Eric Spengler, Living Proof’s senior vice president of research and development. “We needed the right delivery system.”
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