Living Proof Expands U.S. Retail Distribution

Living Proof, a technology-based beauty company, headquartered in Cambridge, Mass., will expand distribution by partnering with two new retailers this quarter. By May 2011, Living Proof products will be available in select Nordstrom stores, Nordstrom.com and Macy’s Impulse Beauty. Nordstrom and Macy’s Impulse Beauty will join Living Proof’s premiere brick and mortar partner Sephora, offering all three of Living Proof’s current product lines No Frizz, Full and Hold.

“Expanding into Nordstrom and Macy’s offers Living Proof an incredible opportunity for growth by allowing us to bring our patented technologies to more consumers,” said Jon Flint, CEO of Living Proof. “The traditional department store consumer, like the boutique shopper, is incredibly savvy about beauty. Macy’s and Nordstrom’s strong reputations for bringing innovation to this channel make them the perfect new partners for us.”

Sephora and QVC will remain Living Proof’s central retail partners. Sephora was the first brick and mortar door to launch Living Proof in 2009 with No Frizz, which contains Living Proof’s patented breakthrough technology, PolyfluoroEster, an alternative to silicone.