Living Proof was founded in 2005 by a team of scientists and experts in biotechnology, who were determined to revolutionize haircare. The brand is known for its innovative hair products that are designed to address common hair concerns, such as frizz, damage, and thinning. One of the unique features of Living Proof products is their use of patented technology. The brand's scientists have developed a range of patented molecules, including their signature Healthy Hair Molecule (OFPMA), which is designed to repel dirt and oil, and provide weightless, long-lasting frizz protection. The brand also uses other innovative technologies, such as the Thickening Molecule (PBAE) to create the appearance of thicker, fuller hair. The brand uses high-quality, science-backed ingredients in their products, and they avoid using harmful chemicals such as sulfates, parabens, and phthalates. Living Proof is also committed to sustainability. The brand uses recyclable materials for their product packaging, and they have implemented a number of eco-friendly practices in their manufacturing and distribution processes.