Vananners asks… Hi! A while back I read an article about an “innovative” new hair product called “No Frizz” by Living Proof. The article stated that this product was an amazing new anti-frizz product for hair, silicone-free, that works better than anything else before. They use something called “PolyfluoroEster.” I was wondering, from an ingredients standpoint, what the brains think of this product? It’s so expensive and I want to be sure nothing else exists like this on the market (for cheaper) before I spend the big bucks. Thanks!
The Right Brain responds:
Living Proof has generated quite a buzz since it’s launch late in 2008. For example, here’s an article from Xconomy.com that describes the secrecy around the brand’s initial roll out. The basic idea is that an MIT professor and a capital venture company teamed up to create the first new anti-frizz technology in 30 years. It was all very hush-hush until the last few months. Since this article was written, we’ve learned a lot more about Living Proof’s frizz fighters.
How Living Proof Works
The quick story is this: instead of conventional conditioning agents like silicones, Living Proof uses a type of chemical known as a PolyfluoroEster (or PFE for short) to smooth the hair shaft and prevent moisture from being absorbed. Is this a breakthrough? Well, there have been dozens of new silicone compounds created over the last few decades that serve a similar function so we think the claim of this being the “first new anti-frizz technology in 30 years” is a bit of an exaggeration. But PFEs (which are Teflon-like compounds) are VERY good at lowering surface tension, and so in theory they could provide the three main benefits that Living Proof claims on their website:
Frizz prevention
Living Proof products are formated to leave “a smooth, perfect layer” on your hair that “adheres tightly to the hair, which allows for long-lasting moisture resistance and rebalancing of the hair fiber’s interaction with the atmosphere, even after extreme humidity.” This layer reduces swelling of the hair shaft due to moisture absorption which in turn prevents the cuticles from lifting up and causing frizz.
Dirt repellancy
PFE’s repel materials like water and oils, “translating into a non-greasy coating that doesn’t attract dirt and other particulates.” They claim that Living Proof makes hair “more repellent to dirt and particles than natural hair.”
Shine and color enhancement
The PFE coating has a very low refractive index that produces a “unique, long-lasting shine and “pop” in the color of the hair.”
The Beauty Brains bottom line
We haven’t tested these products but we have worked with similar chemistry in the past so we know that PFEs are highly functional. Based on looking at the ingredient list of the products, the formulas contain a relatively high percentage of PFEs instead of more typical frizz fighters. Therefore we’d expect these products would leave a very different feel on the hair. We’re not aware of any other products on the market that are formulated quite like this. Are they worth the price ($24)? We don’t know, but they do appear to have a scientific basis for their claims and we’re anxious to give them a try.
Has anyone used Living Proof? Leave a comment and share your experience with the rest of the Beauty Brains community.