Living Proof: An example of when civic science enters the beauty world

It’s no secret that innovative science comes out of academic research labs, especially at universities such as MIT. However, this is a unique story in that scientific innovations that traditionally had drug delivery and bioengineering applications created a successful beauty hair care company that centers their users first.

Living Proof was founded in 2005 when scientist Bob Langer and venture capitalist Jon Flint combined their ideas and resources to create the company. They are known for launching products that are backed by biotechnology but also treat specific issues such as frizz, dry hair, and hair damage which fits the ongoing emphasis for personalized beauty. The company has received honors including recognition from the Edison Award for Innovation in Consumer products and being a finalist in the Falling Walls competition — a foundation known for celebrating barrier breaking innovations in daily life. The company had reached new heights when Jennifer Aniston became a partial owner and spokesperson for the brand. Today they are now owned by Unilever and have started a new collaboration with Paris Hilton.

But their recent accomplishments have not stopped them from engaging with their end users past just selling products. Living Proof runs an active blog on their website that publishes pieces not only covering hair care and styling but the science behind their products as well. They explain concepts such as the science behind frizzy hair and the ingredients in their formulations so they can make educated decisions on what’s best for them.

Going even further the company has created an education portal on their website with both on demand learning modules and synchronous live learning modules that users can sign up for. They have created an education module called the “Style Lab” where users can interact with the company’s education team made of both scientists and hair stylists. Users can customize their own schedule and itineraries to include education courses, brand building & networks events, and regional excursions.

Recently, the company has been the first one to join the meta-verse to be able to give their users a virtual reality experience of getting personalized advice and consultation opportunities with hair stylists. This experience gives users the opportunity to do more than shop but also creates another educational moment in what’s called “the Lab”. The Lab showcases the science behind their products such as hair tensile strength testing and product release technology. While this may be on the more trendy/viral side of the internet, the company stays true to centering science and users in their business.

Overall, this company is an example of what happens when civic science meets the beauty world. Because the company was founded by a combination of scientists, funders, and hair stylists they were able to create an opportunity to reach a broader audience. Throughout their lifetime they have not lost centering of their users first and creating opportunities for them to interact with the science that fueled their company.

Ariana DeCastro

I am a bioengineer and content creator. I have a B.S. in Biomedical Engineering from Virginia Commonwealth University and a Bioengineering PhD from the University of Maryland, College Park.

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