MIT Scientists Tackle One of the Most Pervasive Beauty Problems And Create No Frizz by Living Proof

MIT Scientists Tackle One of the Most Pervasive Beauty Problems And Create No Frizz by Living Proof

New York, February 17, 2009 /PRNewswire/ — Frizz is one of the most pervasive beauty problems, one that beauty companies have continuously tried – and failed – to solve over the years. So what does it take to solve this type of problem? A different approach. A team of MIT scientists, assembled by Living Proof, a new technology-based beauty company, looked at frizz from a physics standpoint and created the biggest breakthrough in hair care in the past 30 years: No Frizz

Unlike the thousands of other frizz-fighting products that rely on heavy, oily silicones, Living Proof's team addressed the true cause of frizz, humidity, instead of just its symptoms. Humidity affects hair in two primary 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.
No Frizz represents the next evolution in beauty: A product line that uses breakthrough science to deliver real results. The outcome of Living Proof's first effort is a comprehensive collection of cutting-edge, humidity-resistant formulas that work for all hair types.

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

Press Contact:
Andrea Leonarz
BOLD PR
646-214-5727 x 101
andrea@boldpublicrelations.com