Living Proof, Inc., the Cambridge, Massachusetts-based beauty company, has announced it was granted two U.S. patents related to its PolyfluoroEster technology. The company believes this new technology has the potential to fill performance gaps that currently exist with the widespread use of silicones in the $35 billion worldwide hair care industry.

Issued under U.S. Patent Nos. 7,763,240 and 7,785,575, these patents claim the use of a broad class of fluorinated esters for treating hair.

“The creation of PolyfluoroEster allows us to deliver performance characteristics in hair care that were not been possible before.” says Eric Spengler, senior VP of research and development for Living Proof. “Our material deposits a thin, hydrophobic film on the hair with a low coefficient of friction. This allows us to fill both a technical need and performance gaps left by silicones.”

“We view this invention as Living Proof’s opportunity to spur the next big leap forward in the hair care industry. In the coming years it will lead to many new products that will deliver on our promise of truly differentiated performance and dramatically better results for consumers.” adds Rob Robillard, president and CEO of Living Proof.

Living Proof has differentiated itself by taking an approach to beauty that combines scientists from universities and research laboratories with the talents of professional hair stylists and beauty experts to create original, proprietary technology. Its technologies and products have been awarded some of the industry’s most prestigious awards including Allure Magazine’s Beauty Breakthrough Award and the Cosmetic Executive Women’s Awards for Indie Company of the Year, Best Hair Styling Product and Best Hair Care Product.