Lily Collins is the new face of hair-care brand Living Proof for its new campaign entitled, ‘We Have Haircare Down to a Science,’ sparking a new narrative around how true innovation fuels healthy results.
According to a release, the campaign is running in May of 2022 and will launch with a hero brand video, which follows the star through her morning hair-care routine and sheds light on how taking care of your locks has an overall effect on confidence and wellbeing.
“The brand is called Living Proof for a reason. It was founded on the principle that there wasn’t a need for marketing fluff, universal ingredients or smoke and mirrors,” says Zach Rieken, CEO of Living Proof. “We were, and always will be, about showing off how our products actually perform – through the people who use them. And having a modern muse like Lily Collins partner with us shows that proof is impactful and resonates in an extremely valuable way.”
Out of all the products in the line, Collins has three favorites that she uses on the daily. First is the Advanced Clean Dry Shampoo ($30), which she says she uses every day. “It smells amazing, and it doesn’t leave any residue.” She also loves the No Frizz Vanishing Oil ($30) and Full Dry Volume + Texture Spray ($32). “Full Dry Volume + Texture Spray delivers instant, long-lasting volume and texture that’s revivable throughout the day,” Collins says, per a release. “It also lightly absorbs oil to extend the life of my look and it has heat protection, so it protects from any additional damage from the curling iron.”
“When you treat your hair well, you’re treating yourself well,” says Collins. “Living Proof’s philosophy is rooted in cutting edge science. Their products aren’t about masking your hair problems, they formulate them so your hair can be its best, most natural self. As someone who is always striving to keep my hair healthy, I was so drawn to this philosophy and the products that delivered the best hair I’ve ever had in my life. And you can see it, in its growth, shine, how it withstands all of the damage I put it through.”
