The Judges Awards

10.3 No Frizz hair products
by Living Proof

Living Proof's latest technology looks set to win the fight against frizz. After a year of research, the company's team of scientists, headed by Massachusetts Institute of Technology professor Dr Bob Langer, came across the PolyfluoroEster molecule in 2006. The first new anti-frizz technology to be discovered in 30 years, PolyfluoroEster is of a much smaller molecular build than silicone (until now the most popular hair calming agent). Devoid of oils or anything vaguely resembling grease, it coats hair lightly and evenly, rather than weighing it down. Living Proof's no-frill bottles – designed by brand consultants Wolff Olins – are also worthy of praise: the simple grey and white vessels make their frizz-control intentions clear from the start.

Company based: Massachusetts
Key features: A range of anti-frizz hair products (including styling spray, cream, treatment, shampoo and conditioner) using a newly discovered molecule

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www.livingproof.com

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