Living Proof Launches Patented Formulation


Posted on September 10, 2013 @ 10:39 am



Living Proof - the hair care brand that Jennifer Aniston co-owns - has launched Perfect Hair Day: 5-in-1 Styling Treatment, which includes the key component, OFPMA.

OFPMA is a moisture controlling molecular shield designed to weightlessly smooth, condition, strengthen, polish and extend the quality and appearance of styled hair. Perfect Hair Day also includes PBAE, another proprietary Living Proof molecule for microscopic hair thickening.

Living Proof has received three Notices of Allowance issued by the United States Patent and Trademark Office for patents, which expand Living Proof’s proprietary technology around OFPMA.

Perfect Hair Day's proprietary formulation delivers five benefits, and is a combination of styling and treatment in one formula.

"When you’re willing to go out of the box and really invest in groundbreaking scientific discovery – creating entirely new ingredients that have never before been used in beauty – there is obviously big risk. But with that comes big reward,” said Jill Beraud, CEO of Living Proof. “With these new patents and the anticipated return of our new franchise, it is clear that there is huge value in our science.”

Dr. Robert Langer, the David H. Koch Institute Professor at the Massachusetts Institute of Technology, explained:

“The science taking place at Living Proof is special because, instead of following the traditional formula within the hair and skin care industry, the company follows a model we knew worked well for driving innovation -- the biotech industry."

Langer continued, "Living Proof is built around the scientific principle I’ve always believed in: that if you can find the root cause of the problem, you can solve it. The company is also bringing the most modern and advanced technologies, such as novel material designs and high throughput technologies, to apply to the problems in hair and skin care, and the patents we have received are evidence of the innovation we’ve achieved so far."