Living Proof brings micellar cleansing to dry shampoo

The MIT-born haircare brand is expanding its Perfect hair Day^™ range with Sheer Clean Dry Shampoo Mist, its first non-aerosol dry shampoo. Inspired by micellar cleansing technologies used in skincare, the formula features a patent-pending Micellar Bi-phase Cleansing System, designed to loosen and absorb sebum without weighing down the hair.

The technology is complemented by a Micro-suspending Network, developed to ensure even distribution of the formula, and a Bioadaptive Superfruit, which helps maintain scalp moisture and comfort. To develop the technology, Living Proof reports conducting 314 experiments, creating 146 prototypes and carrying out 884 performance tests, while evaluating more than 30 pump systems.

The brand is seeking to address two key barriers to dry shampoo use: white residue and the feeling that hair has not been thoroughly cleansed. According to a consumer study conducted and reported by Living Proof, the mist provides a 100% invisible finish, including on dark hair. Launched on 14 August, the product retails in the US at $33 (approximately €28) for 100ml and is already listed in Europe, notably at Space NK, for €30.