Get Rid of Frizz with New Products

Frizz is one of the most persistent beauty problems and many beauty companies have tried to solve it over the years.

What does it take to get rid of this type of problem? A different approach.

A new technology-based beauty company, Living Proof, has assembled a team of MIT scientists to look at frizz from a physics standpoint.

They created a new product: No Frizz

Living Proof’s team addressed the true cause of frizz, humidity, instead of just its symptoms.

Humidity affects hair in two key ways: changing the surface texture of the hair fiber - making it rough and full of friction - and increasing absorption of water by the interior of the hair shaft. All “frizzy hair days” relate to this delicate give-and-take of water between our hair and the environment around us.

With this new approach, they set out to create efficient formulas based on entirely new molecules using advanced technology, so the toughest hair challenges were solved from a fresh, new perspective. From this mindset, the PolyfluoroEster molecule, the most advanced frizz fighter, was born.

PolyfluoroEster is a smaller molecule than the traditional materials used for frizz control and was uniquely optimized by Living Proof’s in-house formulators to deliver the material to the surface of the hair in the most efficient way possible: as a smooth, perfect layer, devoid of extraneous additives.

Due to its chemical nature, the formulation 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.

In fact, repeat use after shampoo seems to improve the hair’s own ability to resist humidity change, and No Frizz seems to keep working better.

For more information, log on to www.livingproof.com or www.sephora.com

Get Rid of Frizz with New Products

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