CAMBRIDGE, Mass. — Hair care brand Living Proof, which is sold at such retailers as Sephora and Ulta, has launched its latest breakthrough in hair care: Restore.
"Restore really challenges the status-quo. It is a solution that addresses the causes of dryness and damage, offering immediate and long-term benefits, without oils and silicones," Living Proof co-founder and CEO Jon Flint said. "Living Proof aims to solve the toughest beauty problems. We're not satisfied with offering just a quick fix."
Before hair is ever color-treated, processed or heat-styled, it is virgin hair — strong, smooth, soft, shiny and manageable. Virgin hair has a protective layer that is perfectly intact, which is why it is in such great condition. But everyday routines damage this protective layer, making it highly porous. Therefore, hair is unable to seal in moisture and becomes dull, rough, stiff, brittle and defenseless against damage.
Oils and silicones mask dryness and damage under a heavy coating that weighs hair down. And hair is left feeling greasy and dirty, so you have to wash your hair over and over again. But washing again leads to more brushing and heat styling, so the cycle of dryness and damage continues, the manufacturer stated.
To battle the problem, Living Proof scientists invented Restore, a weightless solution that reduces the porosity of dry or damaged hair to make it look, feel and behave like virgin hair. The shampoo, conditioner and mask treatment are developed with a moisture-controlling molecule, PolyfluoroEster, to create a protective layer. This layer acts like the natural, protective layer on virgin hair and is designed to reduce porosity by 100%. The end result is hair's porosity is normalized to be like virgin hair. According the manufacturer, Restore also increases the hair's resistance to breakage by 20 times, while healing, protecting and preventing further damage.
The first step to breaking the cycle of dryness and damage is to use Restore shampoo and conditioner. For more intensive treatment, use Restore mask treatment after first cleansing with Restore shampoo. Restore mask treatment can be used in place of Restore conditioner up to two times weekly, depending on the severity of the hair's dryness or damage. It is safe for color-treated hair.
Restore will be available at Sephora, QVC, Ulta, Nordstrom and Livingproof.com; $28 for shampoo, $28 for conditioner and $42 for mask treatment.