PSA: All of Living Proof’s Shampoos and Conditioners Have Been Reformulated

PSA: All of Living Proof’s Shampoos and Conditioners Have Been Reformulated featured image

Just when we thought we found our perfect hair products from Living Proof, the brand’s formulations got a whole lot better.

Living Proof just announced a relaunch of its shampoos and conditioners, which are here to resolve a growing problem within the industry: shampoos and conditioners tend to focus on a single benefit or result. These new formulas, however, take hair’s multi-faceted make up into account by addressing multiple concerns at once.

To get to the bottom of this issue, Living Proof surveyed 1,200 consumers to understand what they wanted out of their shampoos and conditioners. Across those surveyed, the top two requests were damage repair and protection from daily stressors, so the brand got to work.


Now, we not only have new formulas, but newly soft strands, too. The brand specifically focused on reformulating four of its lines: Full, No Frizz, Perfect Hair Day and Restore. The Full line now offers double the volume as the original, Perfect Hair Day offers 68 percent more shine, Restore is four times stronger against breakage and No Frizz claims to make hair noticeably smoother after just one wash. The brand’s new Curl line is the only one that was not reformulated as it’s the newest, most updated launch.

Living Proof also added reparative and protective benefits to all eight products, so whether you need both volume and frizz elimination or restoration and smoothness, you can easily achieve it.

Packed with too many strand-boosting ingredients to count, the new formulas allow you to set a foundation for your desired result. While each line has a different reformulation story, there’s one common thread between them all: good-for-you ingredients. All the shampoos now house the brand’s patented Amino Cleansing Complex, which deeply cleanses the scalp and gives the formulas their iconic silky feel. A marine algae polysaccharide helps to shield strands from pollution, phytantriol keeps hair color vibrant and hemisqualane—it’s engineered to mimic the look and feel of silicone—helps seal the cuticle and reduce damage.

It’s finally time to wave goodby to a one-size-fits-all formula and say hello to a shower experience you can count on.

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