Living Proof Full Thickening Cream -- a product that we've been dying to tell you about for months now -- is hitting shelves in early February.
The follow-up product to the widely acclaimed Living Proof No Frizz line, this hair thickener aims to do for limp hair what its predecessor did for frizz.
But here's the best part: the Living Proof products are all created by a team of scientists (from universities like M.I.T.), so each and every product in itself is an innovation. And in this case, the innovation is a new material that the scientists didn't just discover -- they invented it.
So if your hair is fine and thin, and you wish each strand were thicker, say hello to my little friend, Poly.
Poly Beta Amino Ester-1, that is.
Many traditional volumizing products work like glue, holding hair stiffly into position, the unfortunate outcome being a brittle feel, and product that flakes off. This new material is the total opposite -- it's a flexible polymer that bonds to each strand. The product adheres to hair in a pattern of small dots (imagine that's what it looks like under a microscope), which don't flake or break off.
The end result? Instead of your hair being stiffly lifted off of your scalp, hair simply feels thicker. Testers felt like they had more hair, which is pretty cool by us (though, make no mistake, if you want root lift, you'll still need another product or a great brush for that).
Living Proof Full Thickening Cream will launch at Sephora, QVC, and Livingproof's websites in February 2010. The product will retail for $24 (3.5 ounces) and $14 for a travel size.