'Living Proof' that you can tame frizz!

Living Proof was created in Cambridge, Massachusetts, with the purpose of applying advanced technology to solve beauty's toughest challenges. Thanks to its breakthrough team of world-class scientists from leading universities and experts in the beauty industry, Living Proof is able to invent formulas with never-before-seen technologies that create beautiful, head-turning results you can see from across the room.

The company was founded by Polaris Venture Partners, one of the most successful venture capital firms in the world, and a team of scientists, including Dr. Bob Langer, an institute professor at MIT and one of history's most prolific investors in medicine. This world-class ensemble allows Living Proof to look at everyday concerns from a completely unique, fresh perspective.



Turns out, there's a scientific explanation for the impact of humidity on hair, affecting it in two ways: It changes the surface texture of the hair (making it rough and full of friction) and it increases the hair's absorption of water. All "frizzy hair days" are the result of this delicate interaction of moisture between our tresses and the environment around us.

Living Proof scientists started with a simple question: How can we reduce the surface friction of the hair? Answer: Create an exquisitely thin, smooth layer that coats strands perfectly. Their next challenge was figuring out how to prevent tresses from absorbing water, which meant creating a hair surface with as low of a surface energy as possible.

Approaching the problem from a physics standpoint (versus traditional anti-frizz technology), they conducted a search of their proprietary collection of biomaterial technologies for a wonder molecule that could control surface energy and roughness. Their search eventually led them to the frizz-busting wonder, PolyfluoroEster.

The PolyfluoroEster molecule works by adhering tightly and uniformly to the hair shaft, which allows for long-lasting moisture resistance and a rebalancing of the hair's interaction with the atmosphere. So even under the most extreme humid conditions, No-Frizz will keep your newly slick strands on lockdown.