Celebrity meets science at Living Proof, where Jennifer Aniston has just become an investor and spokesperson. It is an appropriate liaison since Ms. Aniston gave the world her iconic do, The Rachel, and Living Proof has a slew of products aimed at taming frizz. All well and good but will they make waves in the hair care business?
If you thought MIT scientists focused on trivial issues like supercomputing, global warming, and “the theory of everything,” then you’ll be delighted to know they are on to the important stuff, like frizzy hair. Living Proof uses an MIT-invented anti-frizz ingredient that blocks humidity and reduces friction.
Which is what that good old standby for frizz, silicone, does. The thing is that Living Proof set out to create an alternative to silicone with a technology called PolyfluoroEster.
All that science, the MIT cache and the poly-whatsit may not have been enough for Living Proof and it is now going the celebrity endorsement route with Jennifer Aniston and her frizz-free mane. Here at Truth In Aging, we have been familiar with Living Proof since it launched three-or-so years ago and the verdict, well mine at least, is that the product is OK but not great.
And, by the product, I mean the basic No Frizz Styling Cream
. It worked OK for me, but I have never graduated to a repeat buyer. Furthermore, the formula is a rather nasty concoction of chemicals. The No Frizz Shampoo is simply ghastly. And over the years I have found myself trying to find better alternatives. The best frizz fighter for me is by Ouidad – its performance is much better and the formula, while not perfect, has some decent botanicals.
For more Living Proof alternatives, see my recent round up of frizz fighters
Ingredients in No Frizz Straight-Making Styling Cream for medium to thick hair: Water, PolyfluoroEster, Myristyl Alcohol, Polyacrylate-13, PEG-8 Stearate, PPG-2 Myristyl Ether Propionate, Polyisobutene, Phenoxyethanol, Caprylyl Glycol, Fragrance, Polysorbate 20, Sorbic Acid
Ingredients in No Frizz Shampoo for all hair types: Water/Aqua/Eau, Sodium Lauroyl Methyl Isethionate, Cocamidopropyl Betaine, Sodium Methyl Cocoyl Taurate, Lactamide MEA, PEG-7 Glyceryl Cocoate, Glycol Disterate, PEG-150 Pentaerythrityl Tetrastearate, Fragrance/Parfum, PolyfluoroEster, Laureth-23, PEG-6 Caprylic / Capric Glyceride, Tetrasodium EDTA, Hydrolyzed Wheat Protein, Behenyl Alcohol, Polyquaternium-47, Laureth-4, Methylchloroisothiazolinone, Methylisothiazolinone, Limonene, Hexyl Cinnamal, Linalool, Citronellol, Butylphenyl Methylpropional