A Reimagination of Their Shampoo and Conditioner Franchises
In celebration of 20 years of silicone-free haircare, Living Proof, the brand dedicated to creating science-backed solutions designed to solve real-world hair problems, is pleased to introduce their latest innovation, a breakthrough in silicone-free haircare powered by Sili-CLONE™ HairTech.
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Today, the brand launches the reimagination of their entire shampoo and conditioner collection, designed to re-invent the way we experience silicone-free wash care, through an innovative formulation approach – powered by Sili-CLONE™ HairTech. These innovative formulations mimic silicone's five most desirable benefits-detangling, slip, sleekness, conditioning, and shine-while keeping hair cleaner and healthier for longer. Each shampoo and conditioner system transforms the texture, quality, and overall condition of the hair with every wash.
“This complete reimagination of our shampoo and conditioner category features a breakthrough approach to wash care,” says Alexis Tedesco, Chief Marketing Officer of Living Proof. “Gone are the days where you have to choose between the in-shower feel you love and deciding between a silicone or silicone-free based product. With Sili-CLONE™ HairTech, we've mimicked the effects you love most about silicones-like sleekness and shine-without any trade-offs. We like to say it's the best of both worlds.”
In addition to this new approach to wash care, the brand also introduces all-new packaging across the five franchises – details on each franchise below.
— The Perfect hair Day™ franchise is proven to provide long-lasting hydration and shine.
— The Full franchise is proven to volumize for long lasting fullness and body.
— The No Frizz franchise is proven to smooth hair and control frizz.
— The Restore franchise is proven to reduce breakage.
— The Curl franchise strengthens and redefines curls.
“At Living Proof, scientific discovery is central to everything we do. Whether developing new ingredients or creating innovative high-performance formulations, we are dedicated to designing solutions that address our customers' most challenging hair concerns,” says Ron McLaughlin, Chief R&D Officer of Living Proof. “Wash care sets the foundation for any healthy hair routine. With the launch of our new shampoos and conditioners, we have found a new way to bridge the gap between the exceptional in-shower experience customers desire, and the premium finish they deserveafter every wash. Hair remains cleaner for longer, without any compromises.”
Available February 25, 2025, at livingproof.com, Sephora, Ulta and Amazon with Shampoo (8 oz.) and Conditioner (8 oz.) each $34.
About Living Proof In 2005, an unlikely combination of biotech scientists fromMITand renowned hair stylists came together to pioneer a first-of-its-kind haircare philosophy based in science. Our mission was to create inventive solutions designed to solve real-world hair problems, not conceal them. From start to finish, our expertise and breadth of R&D leads us to game-changing breakthroughs that enable us to invent the most innovative, one-of-a-kind formulas on the market, utilizing a stringent testing protocol to create peak performance products with the highest efficacy. The brand invents smart technology, HairTech, that helps your hair reveal its natural brilliance.For more information, visitlivingproof.com.
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SOURCE Living Proof
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