I ordered Straight about ten minutes after I got the email from you announcing it.  I tried it last night, and then re-sprayed and flat-ironed this morning.  I love it!

It is miserable here in New York today, when I left my house the humidity level was 100%.  Every person I work with has commented on my hair today.  I told several friends about it on Facebook, and I know several of them have either already placed orders or are planning to, as well as my coworkers doing the same.

Thank you SO much for this wonderful product!  It allows me to take the time to blow out my hair at night instead of wrestling with it in the morning.

— Melissa U., White Plains, N.Y.

[After using Straight,] Oh. My. Gosh. I NEVER and I mean NEVER have I been able to blow my hair this straight.  I only had to touch up with the flat iron, and my hair looks fabulous.

We are having another typical summer day in the South – rain and humidity – and I was sure that by the time I got to work I would have to pull out my touch-up iron.  Nope, my hair still looks perfect.

Thank you so much for a product that does what it says it will do.  My gorgeous hair and I will recommend your product to anyone that will listen.

— Jennifer M., Roanoke, Va.

If you’ve tried Straight and want to tell us what you think, you can leave reviews on the product page for Straight, or leave one in the comments section below!

No Frizz Straight Stylers were formulated to be problem-specific, meaning they block humidity and combat all the issues that cause frizz for your specific hair type. Straight on the other hand provides a specific style: sleek, smooth, and straight – long-lasting, for all hair types.

How do I use them?

Have frizzy hair? Use the No Frizz Straight Styler appropriate for your hair type.

Want a straight style? Use Straight.

Want the benefits of both? Use together.

You can absolutely use Straight with No Frizz. You can layer Straight on top of No Frizz before heat styling your hair, or blow dry your hair with No Frizz, apply Straight, and finish with a flat iron. And don’t forget, Straight can be applied to dry hair between shampoos to extend the life of your straight style.

Try it out and let us know what routine works best for you!

This morning in a segment with Kathie Lee Gifford, Hoda picked the No Frizz Restyling Spray as her favorite item of the week because it helps restyle and protect her dry hair, especially during the recent humid weather.

We’re proud that Hoda listed the No Frizz Restyling Spray as one of her favorite hair products! Watch the segment below and fill us in on your favorite Living Proof product for bad weather blues.

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Take a look at the video below:

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What are your summer bag essentials?

What is Straight?

Sleek. Smooth. Shine. Living Proof Straight is the only straight styler that can be re-applied to dry hair without build-up to extend the life of your style and extend your time between shampoos – for a straight style that lasts for days.

What makes it different?

Unlike typical straight styling or smoothing products, Straight doesn’t rely on oils, silicones, or resins, so it won’t build-up and make you hair look and feel limp and greasy. Instead, Straight uses Living Proof’s patented and proprietary molecule, PolyfluoroEster, to create a straight style.

It also repels dirt and actually helps to protect your hair against heat styling. Every time you reapply Straight to dry hair, you’re keeping your hair cleaner, longer and extending your sleek, straight style, day after day.

How does it work?

There are two bonds that are responsible for hair’s natural shape: covalent bonds and hydrogen bonds. Covalent bonds can only be broken and reformed during a chemical treatment. However, you can temporarily straighten hair by breaking down and resetting the hydrogen bonds by introducing water, followed by heat (e.g. a wash and blow dry).

Unfortunately, these straight styles don’t last very long because water in the air (humidity) easily disrupts the bonds and the hair reverts to its naturally wavy or curly state.

Straight, however, contains aerosolized PolyfluoroEster, Living Proof’s breakthrough, patented and proprietary molecule, to create a weightless shield on the hair to block out water in the air, thereby protecting hydrogen bonds, so hair won’t revert back to its naturally wavy or curly state.

Our scientists can’t wait to hear what you think!

It is important to cleanse the hair periodically, because hair attracts dust and pollution, and their presence can dull and clump the hair. So, shampooing is an important step, both hygienically and aesthetically.

When hair is wet, it is at its weakest and most vulnerable. Unfortunately, many of today’s shampoos use a harsh surfactant system to over-cleanse or “strip” each hair fiber — not exactly what you want interacting with your already weakened hair.

Furthermore, the act of shampooing forces the fibers to abrade each other, which gets even worse during rinsing. So, not only have you lost the minor amount of lubrication provided by the shampoo’s suds, but you are scrubbing your hair to remove the foam.

The most important tips for shampooing are:

•Use the tips of your fingers to manipulate your hair
•Choose a mild shampoo like No Frizz Shampoo or Full Shampoo
•Only lather once
•Rinse thoroughly

That is why Living Proof developed only sulfate-free shampoos like the No Frizz Shampoo and Full Shampoo. Both shampoos gently cleanse hair, and as a result, your hair won’t feel dry or brittle, but healthy and strong.

Most of us don’t have time in the morning to start from scratch and completely restyle our hair, but walking around the office all day with a baseball cap probably isn’t the most fashion-forward choice. What’s a girl to do?

Simple: use the No Frizz Restyling Spray. Just spritz No Frizz Restyling Spray on your dry hair until lightly damp. Comb through and allow to air dry.

For hair that is really bent out of shape, use a blow dryer and a brush (or a flat iron) to smooth and reset hair to its original style. Focus application and heat at the roots for added volume. This should take you only 2-5 minutes.

If your hair is curly, simply spritz on and scrunch with your hands to revive and defrizz natural curls. Use a curling iron to redefine top layer curls if desired.

Suddenly a problem that looked like it would take an hour to solve, becomes a non-issue within a couple of minutes! Do you have any other quick-fix hair tricks for those rushed mornings?

One look we fell in love with was Reese Witherspoon’s 60s inspired updo from the Oscars. Although it’s not technically a ponytail, we thought we could interpret it into a style you can easily achieve at home.

1. Wash and condition with Full Shampoo and Conditioner.

1. Detangle hair and apply an egg-sized amount of Full Thickening Mousse and spreading it evenly through damp hair. Tip: For added humidity protection, spritz your hair with No Frizz Straight Styling Spray after applying the mousse.
2. Separate your hair into 2-inch sections, and blow dry with a round brush. Lift each section of hair toward the sky as you blow-dry, directing hot air toward your scalp for an extra boost of volume.
3. Gather the top section of your hair. Tip: to find the perfect amount place your thumbs at your hairline, in line with the arch of your eyebrows, then run them back to the crown of your head). Clip this hair back and out of the way using a banana clip while you work on the rest of your hair.
4. Now, gather the bottom portion of your hair back into a ponytail a little underneath the crown of your head. Secure the ponytail with a either a clear elastic, or one that matches your hair color.
5. Take the top portion of your hair that you set aside, and spritz the underside with Full Root Lifting Spray. Blow dry this portion again with a round brush for extra volume.
6. Using bobby pins, pin that top section of your hair first at the crown of your head to give the impression of height without the teasing. Take the tail of this section and wrap it around the base of your ponytail and secure with additional bobby pins.
7. Once the hair is securely pinned down, take the Full Root Lifting Spray and lightly mist it over the ends of the ponytail. Add extra curls to the ends of the hair with a curling iron – for extra fun!

Throw on some statement earrings and you’re ready to go!

Full Thickening Mousse is a finalist in the Hair Styling Category, along with Aveda’s Control Force Firm Hairspray, Blow’s Blow Out Hairspray, Fekkai’s Essential Shea Tame and Style Pot de Crème, and Ojon’s Volumizing Brush-On Mousse.

Last year, Living Proof took home three CEW Awards: Best Hair Styling Product Prestige for Full Thickening Cream, Best Hair Care Product Prestige for No Frizz Shampoo, and the coveted Indie Beauty Award.

The CEW (Cosmetic Executive Women, Inc.) is a non-profit professional group comprised of over 4,000 beauty industry executives based in New York. The winners of the CEW Beauty Awards will be announced on May 20^th, so stay tuned!

PolyfluoroEster is patented and proprietary to Living Proof, so we’ve had the chance to observe all its benefits, some of which were wholly unexpected. These are the six incredible things this one tiny magic molecule can do:

1. Blocks humidity to protect and maintain a style and prevents frizz.
Humidity is the main culprit of frizz (read more about why it’s your hair’s worst enemy here) but PolyfluoroEster prevents humidity from penetrating the hair and wrecking havoc.

2. Prevents moisture flux in and out of hair weightlessly.
Humidity causes the water content of hair to increase rapidly which is why it feels bigger when it’s really humid. PolyfluoroEster, however, weightlessly adheres to the hair, allowing long-lasting moisture resistance.

3. Smoothes the cuticles to reduce the friction between hair fibers.
Friction between hair fibers causes static and the ‘poofiness’ you feel when it’s humid. PolyfluoroEster helps create a smooth, perfect layer that completely covers the hair and smoothes the cuticle.

4. Repels dirt and debris so you can actually go longer between shampoos.
Due to its low surface energy, No Frizz not only repels water, but it repels materials like dirt and debris. Unlike silicone, PolyfluoroEster helps create a non-greasy coating that doesn’t attract dirt and other particles, so you can go longer without washing your hair.

5. Works synergistically with other ingredients to improve performance.
One example of this is the usage of PolyfluoroEster in Full Root Lifting Spray. PolyfluroEster optimizes the polymer blend in the Root Lifting Spray, making the lift touchable and flexible without compromising its durability. It also helped reduce drag during styling which many other companies address with silicones.

6. Enhances color and vibrancy of hair.
The surprisingly low refractive index of the coating produces a unique, long-lasting shine and “pop” in the color of the hair. We’ve had lots of customers also tell us it enhances their highlights as well.

Crazy what such a small molecule can do, right? Have you noticed any of these benefits from using No Frizz or any of our other products featuring PolyfluoroEster?