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Living Proof, Inc.: The Launch of the Next Beauty Revolution
Date:10/7/2008

NEW YORK, Oct. 7 /PRNewswire/ -- Living Proof, a technology-based beauty company from Cambridge, Massachusetts, announced today its first product introduction, No Frizz -- a line of silicone-free, frizz-eliminating hair products based upon entirely new science developed by the company. The Living Proof team of scientists is led by Dr. Robert Langer, founder of Langer Labs and an Institute Professor at MIT.

Founded by Dr. Langer, one of the world's top biomedical scientists, and Polaris Venture Partners, a venture capital firm with an extraordinary 25-year track record of business development, Living Proof stands to revolutionize the beauty industry. Its unique approach to the category is to launch breakthrough hair and skin products with newly-invented materials that work dramatically better than anything else in the market today.

"We saw most of the industry using the same basic ingredients and spending millions to try to differentiate their largely similar products," explained Jon Flint, co-founder of Polaris Venture Partners. "Our point of difference is to approach beauty problems from an outsider's perspective, using the resources you would typically find in a venture-backed bio-pharma startup."

To achieve their vision, Living Proof assembled a scientific team with experience outside of beauty that could break new ground, without any preconceived notions of what could and could not be done. This team spent more than three years assessing new molecules that have been used in the past in medical applications, but never in the beauty industry. The scientists, with guidance from industry veterans and business experts, created products that push beyond existing limits to change how we think about beauty today.

With its first launch, No Frizz, Living Proof utilized the expertise of Langer Labs with the discovery of a new molecule, PolyflouroEster. The molecule is smaller than traditional frizz-fighting ingredients, allowing it to provide a superior and extremely thin humidity barrier while reducing surface friction, thus blocking the two main causes of frizz. No Frizz's optimized formula efficiently delivers PolyflouroEster to the surface of the hair in one smooth, perfect layer, devoid of any extraneous additives, making it the most effective, efficient and lightweight frizz-fighter available in the market today.

Dr. Langer, whose breakthroughs in advanced drug delivery systems have had a significant impact on fighting diseases and who has been awarded some of the most prestigious prizes in medicine, considers his work for Living Proof yet another extension of his expertise. "While much of what we do is applied to medicine, the technologies can really be applied to any area," said Dr. Langer. "Our thinking is that if we can find solutions for some of the toughest medical challenges, we should certainly be able to cure frizz."

Living Proof is a problem/solution-oriented company, and with its first introduction, it is already able to cross frizz off its list of problems. "The discovery of a new beauty molecule for solving frizz has allowed us to create a product that truly delivers on its promise," said Rob Robillard, Living Proof CEO. "Our goal for Living Proof is to have every one of our new launches be as category-disrupting as we know this will prove to be."

Living Proof counts among its founders and advisors some of the top names in science, beauty and business, including: Jon Flint and Dr. Amir Nashat of Polaris Venture Partners; Dr. Robert Langer; Rob Robillard, Living Proof CEO and former Worldwide General Manager of Kiehl's Since 1851; Ward Stegerhoek, a top editorial and runway stylist; Mitch DeRosa, owner of Mitchell John Salon and Dr. Rox Anderson, head of Photo Medicine at Mass General Hospital and inventor of breakthrough laser therapies.

We are Living Proof.

Living Proof was created for the purpose of applying advanced technology to solve the toughest beauty challenges from a completely fresh perspective. We are a team of scientists from outside beauty led by MIT institute professor Dr. Robert Langer, and beauty authorities with a shared vision: to invent efficient formulas based on entirely new molecules and breakthrough technologies for results you can see from across the room.


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SOURCE Living Proof
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