Living Proof is a haircare retailer founded in 2005 by editorial hairstylists and elite professors from MIT University. The brand has won over 150 awards for its products, which include shampoos, conditioners, hairspray, and dry shampoos.
Living Proof puts the emphasis on its scientific background, evolving its products to make them better for consumers. In 2016, it was acquired by Unilever.
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