Living Proof
Living Proof is a Cambridge, MA-based biotechnology haircare company founded in 2005 by MIT's Dr. Bob Langer, selling 44 patented, silicone-free haircare products across seven sub-brands via DTC e-commerce and professional salon channels globally.
- Company typePrivate
- Founded2005
- HeadquartersCambridge, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Living Proof does
Living Proof is a Cambridge, Massachusetts-based biotechnology haircare company founded in 2005 by MIT scientist Dr. Bob Langer alongside biotech researchers and renowned hair stylists. The company develops and sells a portfolio of 44 science-led haircare products organized into seven sub-brands (Perfect hair Day, Full, No Frizz, Restore, Curl, Scalp Care, and StyleLab), spanning shampoos, conditioners, treatments, dry shampoos, stylers, and heat protectants. Its formulations are built on a proprietary HairTech platform of 120+ patented or patent-pending technologies, including Sili-CLONE HairTech (a silicone-free wash care architecture), 3D Fortifying Technology, Thickening Molecule, Density Boosting Technology, Light Enhancing Technology, and Style Refresh Complex. Products are silicone-free, paraben-free, and sulfate-free, with clinical claims such as 96-hour frizz control, 8x stronger curls, and 93% split-end prevention.
Living Proof operates a dual-channel go-to-market combining direct-to-consumer e-commerce (livingproof.com in the US and livingproof.co.uk in the UK, with subscription/auto-replenish and refill options) and a professional salon channel via the Pros Program with exclusive pricing, education, and dedicated pro.livingproof.com infrastructure. Pricing ranges from $30 for dry shampoos to $168 for kits, with refill bundles and gift-with-purchase promotions supporting repeat purchase. The company has accumulated 200+ industry awards and reports global sales velocity of one Perfect hair Day Dry Shampoo bottle every 10 seconds. Living Proof has raised approximately $53M in disclosed venture funding across three rounds (2008, 2011, 2013), with no public listing, parent company, or subsequent funding activity disclosed. The current leadership includes founders Dr. Bob Langer, Ward Stegerhoek, Mitch De Rosa, and Daniel Anderson, with operational executives covering sales, marketing, and market strategy.
Living Proof firmographics
Firmographics- Name
- Living Proof
- Legal name
- Living Proof
- Website
- https://livingproof.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Living Proof is a Cambridge, MA-based biotechnology haircare company founded in 2005 by MIT's Dr. Bob Langer, selling 44 patented, silicone-free haircare products across seven sub-brands via DTC e-commerce and professional salon channels globally.
- Ownership category
- akta.pro rank
Living Proof industry classification
Industry- Product category
- Premium Haircare Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
- akta.pro secondary industries
- Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)
Keywords
Where Living Proof is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Living Proof business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Marketing or Sales, Supply Chain, Personnel, Operations
Revenue model
- Haircare Product Sales: Living Proof generates revenue through direct-to-consumer sales of its haircare products including shampoos, conditioners, treatments, stylers, and heat protectants. The company offers individual products, bundles, and refill options. Products are sold through e-commerce and professional salon channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - Price Range |
| Unit Pricing | Pay-as-you-go | Refill Options |
| Subscription | Monthly | Subscription/Auto-Replenish |
| Other | Pay-as-you-go | Gift with Purchase Promotions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Living Proof product offering
Product offeringCore offering
Living Proof develops, manufactures, and sells science-based haircare products including shampoos, conditioners, dry shampoos, treatments, leave-ins, masks, and stylers organized into targeted collections (Perfect hair Day, Full, No Frizz, Restore, Curl, Scalp Care, StyleLab). Products are formulated with proprietary HairTech technologies and sold directly to consumers through Living Proof e-commerce and select retailers, as well as through a professional salon/stylist channel (Pros Program).
Product overview
Living Proof is a science-first haircare brand founded in 2005 with MIT origins, offering a comprehensive portfolio of 44+ haircare products organized into multiple collections. The core offerings include the Perfect hair Day flagship collection (shampoo, conditioner, dry shampoos, treatments, and stylers designed for everyday hydration and styling), the Full collection (volumizing products for fine, thin, or flat hair featuring Sili-CLONE HairTech), the No Frizz collection (frizz control products using Proprietary Smoothing Technology), the Restore collection (damage repair and strengthening products), the Curl collection (curly hair care), and the Scalp Care collection (scalp health treatments including Density Serum, Exfoliator, and Dry Scalp Treatment). Additional offerings include Style Lab stylers and finishers, Triple Bond Complex (bond-building treatment), Moisture Rescue Mask (deep conditioning), and Clarifying Detox Shampoo. The brand emphasizes silicone-free, paraben-free, sulfate-free, and cruelty-free formulations with patented technologies including Sili-CLONE HairTech, Style Refresh Complex, 3D Fortifying Technology, Density Boosting Technology, and Light Enhancing Technology.
Differentiator
Problem solved
Functional benefit
Brands
- Perfect hair Day™: Flagship product line featuring shampoo, conditioner, dry shampoo, and styling products for healthy, hydrated hair.
- Style Lab®
- frizz®
- Full
- Restore
- Curl
- Scalp Care
- Sili-CLONE™ HairTech
Products and services
- Perfect hair Day (PhD) Collection Daily-wear haircare and styling collection built around PhD shampoo, conditioner, dry shampoo, advanced clean dry shampoo, 5-in-1 styling treatment, heat styling spray, and supplementary stylers, aimed at consumers wanting a streamlined, science-backed daily routine for clean, voluminous, and style-flexible hair.
- Full Collection Volume-building haircare line including Full shampoo, Full Dry Volume & Texture Spray, Full Texturizing Foam, Full Thickening Blow-Dry Cream, and Full Volume & Root-Lifting Spray, targeted at consumers with fine or flat hair seeking fuller-looking styles.
- No Frizz Collection Frizz-targeted haircare line including No Frizz shampoo, conditioner, Instant De-Frizzer, Smooth Styling Cream, Smooth Styling Serum, and Vanishing Oil, designed for consumers with frizz-prone hair seeking smoothness powered by the proprietary Smoothing and Frizz Protection molecules.
- Restore Collection Damage-repair haircare line including Restore shampoo, conditioner, and Repair Leave-In, built on 3D Fortifying Technology and Healthy Follicle Complex, targeting consumers with dry, damaged, or chemically/heat-treated hair.
- Curl Collection Curl-defining haircare line including Curl shampoo, conditioner, and Curl Definer, formulated for consumers with wavy, curly, or coily hair seeking definition, hydration, and frizz control.
- Scalp Care Collection Scalp-health line including exfoliator, density serum, dry scalp treatment, and scalp massager, intended for consumers experiencing dryness, flaking, oiliness, or thinning at the root.
- StyleLab Collection Professional-grade styler line including Flex Hairspray, Air-Dry Styler, Blowout, and Amp Texture Volumizer, designed for both professional stylists and consumers seeking high-performance finishing and styling.
- Essential Treatments Standalone treatment products including Triple Bond Complex, Leave-In Conditioning Spray, Moisture Rescue Mask, and Clarifying Detox Shampoo, formulated for consumers needing targeted repair, hydration, or scalp/hair detoxification.
- Perfect hair Day Dry Shampoo Original PhD Dry Shampoo formulated to absorb oil, sweat, and odor while adding volume and freshness, intended for consumers extending styles between washes.
- Perfect hair Day Advanced Clean Dry Shampoo An advanced variant of the original dry shampoo offering stronger cleansing performance for oilier hair, for consumers needing deeper refresh between washes.
- Perfect hair Day Heat Styling Spray Heat-protectant styling spray for use before blow-drying or heat-tool styling, intended to shield hair from thermal damage while supporting styling hold.
- Perfect hair Day 5-in-1 Styling Treatment Multi-benefit styling treatment intended to combine five styling functions (smoothing, strengthening, volumizing, polish, and heat protection) in a single leave-in product.
- Perfect hair Day Style Refresh Mist Mid-day styling refresh mist designed to revive styles between washes by reactivating hold and refreshing hair, for consumers wanting to extend hairstyles without re-washing.
- Sili-CLONE Product Line Premium haircare line built on the proprietary Sili-CLONE HairTech technology, marketed as the brand's most advanced performance offering for consumers and stylists seeking breakthrough hair protection and conditioning.
- Living Proof Pros Program Professional stylist and salon offering providing exclusive Pros pricing, free professional shipping, in-salon product support, and access to stylist education courses and styling tools, intended for licensed hairstylists and salon owners using Living Proof products in-salon and reselling them to clients.
Quantifiable outcome
- Removes 97% of product buildup with one wash
- +9 more outcomes
Companies that use Living Proof
Customer profileSegments7 records
Ideal customer profiles2 records
Living Proof technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature11 records
Living Proof partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Professional Distributors (unspecified)coreLiving Proof distributes through professional beauty distributors for salon supply. The company maintains a distributor list for stylists seeking to carry the brand, with professional pricing and education available through the Pros Program.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Living Proof competitors and assessment
Company assessmentDirect peers
- Olaplex: Science-driven bond-building haircare brand with strong professional salon channel and patent-based moat; directly comparable to Living Proof in positioning, channel mix, and efficacy-based marketing.
- K18: Biotech-inspired professional haircare brand built around a patented K18Peptide for hair repair; directly competes with Living Proof's Restore collection and Triple Bond Complex in the science-led bond/repair category.
- Oribe: Luxury professional haircare brand distributed through prestige salons; comparable to Living Proof's Style Lab and Pros Program positioning in the premium salon channel.
- Bumble and bumble: Professional-grade styling and haircare brand with strong salon heritage and a stylists-as-founding-team narrative, mirroring Living Proof's stylist + scientist origin model.
- Pureology: L'Oréal-owned professional salon haircare brand focused on color-treated hair; overlaps with Living Proof's Restore and Curl collections in the pro channel and shares a similar prestige salon distribution model.
- Moroccanoil: Premium professional haircare brand anchored by an iconic oil treatment, with deep salon distribution; directly comparable to Living Proof's No Frizz and treatment portfolio in pricing and channel.
- R+Co: Professional collective-driven styling brand sold through salons and DTC; overlaps with Living Proof's Style Lab line in premium styling and shares the stylist-led brand story.
Broad incumbents
- Kérastase: L'Oréal's flagship prestige salon haircare brand with broad portfolio and global salon reach; competes broadly with Living Proof across multiple collections with much greater scale and resources.
- Aveda: Estée Lauder-owned salon heritage brand with sustainability positioning and broad haircare portfolio; comparable channel dynamics to Living Proof's Pros Program but at significantly greater scale.
Emerging players
- Virtue: Science-based haircare brand built around Alpha Keratin 60ku protein technology; competes with Living Proof's Restore and Triple Bond Complex as a smaller, science-driven challenger in the repair segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Living Proof social profiles
Digital presenceLiving Proof financial estimates
Financial estimateRevenue estimate
Valuation estimate
Living Proof leadership team
Management profileNumber of profiles
Profiles7 records
Living Proof funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Living Proof M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Living Proof
What does Living Proof do?
Living Proof develops, manufactures, and sells science-based haircare products including shampoos, conditioners, dry shampoos, treatments, leave-ins, masks, and stylers organized into targeted collections (Perfect hair Day, Full, No Frizz, Restore, Curl, Scalp Care, StyleLab). Products are formulated with proprietary HairTech technologies and sold directly to consumers through Living Proof e-commerce and select retailers, as well as through a professional salon/stylist channel (Pros Program).
Is Living Proof a public or private company?
Living Proof is a private company. It is classified as venture growth investor backed and is currently operating.
When was Living Proof founded?
Living Proof was founded in 2005. It employs 51 to 100 people.
Where is Living Proof based?
Living Proof is headquartered in Cambridge, United States, in the North America region.
How does Living Proof make money?
One revenue line is on record: haircare Product Sales.
Who are Living Proof's main competitors?
Direct peers on record are Olaplex, K18, Oribe, Bumble and bumble, Pureology, Moroccanoil and R+Co. Broad incumbents are Kérastase and Aveda. Virtue is listed as an emerging player.
Does Living Proof have an API?
No public API is recorded for Living Proof.
What industry is Living Proof in?
Living Proof's product category is Premium Haircare Products. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRABALAB, Professional Hair Care (Shampoo, Conditioner, Treatments). Its NAICS code is 456120 and its SIC code is 2844.