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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 pro
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