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Overview
Living Proof develops premium haircare products using science from MIT researchers and biotech-inspired formulation. Its line includes shampoos, conditioners, treatments, and styling products that rely on patented molecules like OFPMA, which forms a lightweight shield on the hair to block humidity and dirt, and PBAE, which deposits tiny thickening dots to create the feel of fuller hair. The products are silicone-free, paraben-free, and cruelty-free, and are sold directly to consumers online as well as through retailers and salons, including Space NK. The company operates under Unilever’s Prestige portfolio since 2016 and aims to deliver proven, science-backed improvements in hair health and appearance at premium price points.
About Living Proof
Industries
Biotechnology
Healthcare
Consumer Goods
Company Size
201-500
Company Stage
Grant
Total Funding
$128M
Headquarters
Cambridge, Massachusetts
Founded
2004
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Simplify's Take
What believers are saying
- August 14, 2026 launch addresses residue complaints and expands the biggest haircare usage occasion.
- Living Proof sold one dry shampoo every ten seconds in 2025 globally.
- Unilever's 2026 haircare growth and prestige momentum support distribution, pricing power, and launch scale.
What critics are saying
- March 2025 Illinois BIPA litigation targets Living Proof's Hair Quiz biometrics handling.
- Unilever's 2026 portfolio pruning favors power brands, threatening Living Proof's budget and autonomy.
- Aerosol incumbents and fast followers like Amika and K18 erode Living Proof's dry-shampoo edge.
What makes Living Proof unique
- MIT-born R&D and patented molecules still define Living Proof's science-first positioning.
- August 14, 2026 Sheer Clean Dry Shampoo Mist became its first non-aerosol dry shampoo.
- Its formulas target frizz, volume, and residue with lab-tested performance, not fragrance.
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Funding
Total Funding
$128M
Above
Industry Average
Funded Over
4 Rounds
Growth & Insights and Company News
6 month growth
↑ 10%1 year growth
↑ 10%2 year growth
↑ 10%Living Proof has launched Perfect hair Day Sheer Clean Dry Shampoo Mist, its first non-aerosol dry shampoo. The product addresses common consumer concerns about dry shampoo, including white residue and hair that doesn't feel clean. The formula features a patent-pending Micellar Bi-phase Cleansing System inspired by skincare technology. Living Proof's research and development team conducted 884 performance tests, 314 experiments, and created 146 prototypes during development. The product aims to capture a larger market share in the dry shampoo category. Whilst nearly 7 in 10 American women wash their hair only a few times weekly, only 2 in 10 use dry shampoo. The mist will retail for $33 for a 3.4-ounce bottle, available from 14 August at LivingProof.com. Living Proof currently sells one dry shampoo every 10 seconds based on 2025 global sales figures.
The proof is in its passion for helping others - Living Proof teamed up with Kode with Klossy, a coding camp for youths aged 13-18, to host their Summer '23 Camp at its Boston HQ.
Consider, for instance, how Living Proof announced its new product, Advanced Clean Dry Shampoo, on its Instagram page.
Glossybox has teamed up with the amazing haircare brand Living Proof, to bring you the perfect box filled with 6 products, ensuring your hair is looking its best!
Living Proof is committed to solving the toughest beauty challenges with safe, cruelty-free innovations that don’t compromise its planet, and partnering with TerraCycle has helped Packagingscotland further develop this commitment.”
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About Living Proof
Industries
Biotechnology
Healthcare
Consumer Goods
Company Size
201-500
Company Stage
Grant
Total Funding
$128M
Headquarters
Cambridge, Massachusetts
Founded
2004
Living Proof is Hiring for 3 Jobs on Simplify!
Find jobs on Simplify and start your career today