Long live the hairstyle. At least that’s the hope of hair brand Living Proof, which in September will unveil a new product, said to hold any look in place for twice the time of other similar items. Industry sources estimate Prime Style Extender, $20, could generate $8 million to $10 million in its first year.
“For years, we had been hearing that women are frustrated that whatever style they put in their hair never lasted,” said Jill Beraud, chief executive officer of Living Proof Inc. “We approached it like a cosmetic, like primer for a foundation. If you can start with a foundation, everything builds from there.”
"You start one way as a baby, but why shouldn't you be able to choose your own path as opposed to culturally people telling you which way to go?" - Thom Browne at his men's spring 2018 show, where he celebrated gender fluidity. #pfw #wwdmens (📷: @delphineachard)
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)