Christine Esposito, Managing Editor09.01.22
Living Proof has expanded its Perfect Hair Day franchise with new Healthy Hair Perfector. Out today, the formulation is designed to transform dull, damaged hair anytime, anywhere, according to the haircare brand that traces its roots to MIT and has been part of Unilever since 2016.
“When Living Proof launches a new product, we let science lead the storytelling, but behind the scenes our mission is to design next-generation formulas that deliver real-world results. With Healthy Hair Perfector, the latest innovation within our Perfect hair Day franchise, consumers can expect instant results. The formula works beautifully with both wet and dry application, instantly transforming dull, dry, or damaged hair,” Ron McLaughlin, SVP of R&D at Living Proof, Inc., told Happi in an interview ahead of the launch.
The treatment is said to leave hair softer, shinier and healthier-looking by restoring the outermost protective layer. By restoring the F-layer, hair is left looking smoother and silkier and appearance of split ends is reduced after just one use, according to the company.
The F-layer is a layer of lipids that is chemically bonded to the outermost cuticle layers of hair. It is primarily composed of 18-MEA. This is what gives hair its protective characteristics from water, noted hair care expert Valerie George, president of Simply Formulas, a formulation house that specializes in hair care and hair color formulations. George is also a frequent Happi contributor.
Other benefits of the new treatment from Living Proof include improved manageability, and increased ease of brushing and styling. The formula includes antioxidants that help protect against free radical damage from UV rays and pollution.
Living Proof’s Healthy Hair Perfector contains a bio-based replenishing agent that targets the F-layer and helps smooth the cuticle.
The formulation also contains amaranth peptides and amaranth seed extract.
According to McLaughlin, the amaranth blend “restores lost peptides and deposits polysaccharides to improve hair manageability for easier styling.”
A time-released conditioning agent is said to enhance shine and deliver antioxidants to help protect hair from UV rays, pollution and environmental aggressors, too, according to the company.
“Use it anytime, anywhere — on either damp or dry hair — for a softer, shinier, and healthier-looking finish,” McLaughlin said.
Applied on dry hair, the fast-absorbing formula is said to instantly transform dry, dull hair to be softer and shinier without disturbing one’s style. When applied on wet hair, it seals the cuticle, delivering a smooth and polished look with light conditioning benefits.
This is the second recent launch from the company in as many months. Living Proof released Triple Bond Complex in July.
“When Living Proof launches a new product, we let science lead the storytelling, but behind the scenes our mission is to design next-generation formulas that deliver real-world results. With Healthy Hair Perfector, the latest innovation within our Perfect hair Day franchise, consumers can expect instant results. The formula works beautifully with both wet and dry application, instantly transforming dull, dry, or damaged hair,” Ron McLaughlin, SVP of R&D at Living Proof, Inc., told Happi in an interview ahead of the launch.
The treatment is said to leave hair softer, shinier and healthier-looking by restoring the outermost protective layer. By restoring the F-layer, hair is left looking smoother and silkier and appearance of split ends is reduced after just one use, according to the company.
The F-layer is a layer of lipids that is chemically bonded to the outermost cuticle layers of hair. It is primarily composed of 18-MEA. This is what gives hair its protective characteristics from water, noted hair care expert Valerie George, president of Simply Formulas, a formulation house that specializes in hair care and hair color formulations. George is also a frequent Happi contributor.
Other benefits of the new treatment from Living Proof include improved manageability, and increased ease of brushing and styling. The formula includes antioxidants that help protect against free radical damage from UV rays and pollution.
What’s Inside
Living Proof’s Healthy Hair Perfector contains a bio-based replenishing agent that targets the F-layer and helps smooth the cuticle.The formulation also contains amaranth peptides and amaranth seed extract.
According to McLaughlin, the amaranth blend “restores lost peptides and deposits polysaccharides to improve hair manageability for easier styling.”
A time-released conditioning agent is said to enhance shine and deliver antioxidants to help protect hair from UV rays, pollution and environmental aggressors, too, according to the company.
“Use it anytime, anywhere — on either damp or dry hair — for a softer, shinier, and healthier-looking finish,” McLaughlin said.
Applied on dry hair, the fast-absorbing formula is said to instantly transform dry, dull hair to be softer and shinier without disturbing one’s style. When applied on wet hair, it seals the cuticle, delivering a smooth and polished look with light conditioning benefits.
This is the second recent launch from the company in as many months. Living Proof released Triple Bond Complex in July.