Living Proof, the brand dedicated to creating science-backed solutions, has introduced its latest innovation, silicone-free haircare powered by Sili-CLONE HairTech.
 
This technology launched in Living Proof’s entire shampoo and conditioner collection which has been reimagined.
 
These innovative formulations mimic silicone’s five most desirable benefits—detangling, slip, sleekness, conditioning, and shine—while keeping hair cleaner and healthier for longer.
 
In addition to this formula, the brand also introduced all-new packaging across the five franchises: The Perfect Hair Day, Full, No Frizz, Restore, and Curl.
 
Alexis Tedesco, Chief Marketing Officer of Living Proof, said, 
 
“This complete reimagination of our shampoo and conditioner category features a breakthrough approach to wash care. Gone are the days where you have to choose between the in-shower feel you love and deciding between a silicone or silicone-free based product. With Sili-CLONE HairTech, we’ve mimicked the effects you love most about silicones—like sleekness and shine—without any trade-offs. We like to say it’s the best of both worlds.”
 
Each shampoo and conditioner system transforms the texture, quality, and overall condition of the hair with every wash.
 
Ron McLaughlin, Chief R&D Officer of Living Proof, commented, 
 
“Whether developing new ingredients or creating innovative high-performance formulations, we are dedicated to designing solutions that address our customers’ most challenging hair concerns. Wash care sets the foundation for any healthy hair routine. With the launch of our new shampoos and conditioners, we have found a new way to bridge the gap between the exceptional in-shower experience customers desire, and the premium finish they deserve after every wash. Hair remains cleaner for longer, without any compromises.”

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