Christine Esposito, Managing Editor07.25.22
Living Proof—the hair brand that was developed through the expertise of editorial hairstylists and professors from MIT—has rolled out its first-ever bond-building treatment. New Triple Bond Complex debuts today on LivingProof.com and on the Sephora app.
Living Proof says it has harnessed the power of a bio-designed patented system that is clinically proven to strengthen and protect hair for 8x stronger, softer, smoother and more manageable hair that is more resistant to future damage after just one use.
The formulation’s hero ingredient is a vegan, plant-derived molecule that penetrates hair and create new hydrogen, ionic and covalent bonds. It interacts with hair fibers, where it creates a 3D network within each strand of hair and fortifies the hair structure, building new bonds to improve its core strength.
According to Living Proof, patent-pending technology constructs a 3D network within the hair fiber, helping rebuild the structure and resist damage, while a blend of lipids and peptides nourish strands, helping defend hair against thermal and UV damage and color fading. In addition, a biomimetic emollient blend smooths and aligns hair fibers, enhancing softness and shine and a cuticle sealing agent smooths the surface of hair and makes hair more manageable, according to the brand.
As the complex treatment builds all three types of bonds in the hair—hydrogen, ionic and covalent—it delivers short- and long-term benefits and repairs hair from chemical, thermal, mechanical and environmental damage. It also protects hair against future damage. It also delivers heat protection (up to 450°F/232°C).
Living Proof says 3D Fortifying Technology also protects against future damage, allowing users to style without compromise.
“I absolutely love that the new Living Proof Triple Bond Complex is heat activated; it’s so innovative and goes against the notion that all heat is harmful to the hair,” Jenna Perry, celebrity stylist, told Happi, ahead of the launch. “I also love the fact that the consistency of the Triple Bond Complex has a styling element for a great blowout without feeling like there's too much product in your hair.”
Living Proof was acquired by Unilever in 2016. At the time, the company’s sales were estimated to be around $100 million.
More recently, Living Proof this May signed a long-term strategic partnership accord with P2 Science, a green chemistry ingredient company. It rolled out an AI hair quiz in April.
After today’s selective retail debut, Triple Bond Complex will become available on Sephora.com on July 26 and in Sephora stores on Aug. 11. It will be stocked in Ulta stores in September.
Living Proof says it has harnessed the power of a bio-designed patented system that is clinically proven to strengthen and protect hair for 8x stronger, softer, smoother and more manageable hair that is more resistant to future damage after just one use.
The formulation’s hero ingredient is a vegan, plant-derived molecule that penetrates hair and create new hydrogen, ionic and covalent bonds. It interacts with hair fibers, where it creates a 3D network within each strand of hair and fortifies the hair structure, building new bonds to improve its core strength.
According to Living Proof, patent-pending technology constructs a 3D network within the hair fiber, helping rebuild the structure and resist damage, while a blend of lipids and peptides nourish strands, helping defend hair against thermal and UV damage and color fading. In addition, a biomimetic emollient blend smooths and aligns hair fibers, enhancing softness and shine and a cuticle sealing agent smooths the surface of hair and makes hair more manageable, according to the brand.
As the complex treatment builds all three types of bonds in the hair—hydrogen, ionic and covalent—it delivers short- and long-term benefits and repairs hair from chemical, thermal, mechanical and environmental damage. It also protects hair against future damage. It also delivers heat protection (up to 450°F/232°C).
Living Proof says 3D Fortifying Technology also protects against future damage, allowing users to style without compromise.
“I absolutely love that the new Living Proof Triple Bond Complex is heat activated; it’s so innovative and goes against the notion that all heat is harmful to the hair,” Jenna Perry, celebrity stylist, told Happi, ahead of the launch. “I also love the fact that the consistency of the Triple Bond Complex has a styling element for a great blowout without feeling like there's too much product in your hair.”
From MIT to Today
Living Proof was founded in 2005 by venture capitalist and entrepreneur Jon Flint to bring advanced bio-medical technology to the beauty industry. Together with MIT professor, Robert Langer, he assembled a team of biomedical scientists and hair stylists. It garnered a following, including actress Jennifer Aniston, who had one time had a stake in the indie haircare company.Living Proof was acquired by Unilever in 2016. At the time, the company’s sales were estimated to be around $100 million.
More recently, Living Proof this May signed a long-term strategic partnership accord with P2 Science, a green chemistry ingredient company. It rolled out an AI hair quiz in April.
After today’s selective retail debut, Triple Bond Complex will become available on Sephora.com on July 26 and in Sephora stores on Aug. 11. It will be stocked in Ulta stores in September.