Collect Avios online with Living Proof

At Living Proof, we’re rooted in innovation.

Established in 2005, our founders were an ingenious mix: biotech scientists who had no preconceived notions of what could be done in beauty, and industry-leading stylists who were fed up with the limitations of conventional products. Together, they started a revolution in haircare, pioneering a line of breakthrough, silicone-free products with patented technology originating from MIT.

Our fresh, innovative approach was long overdue. Twenty patents later, across 50 unique products, Living Proof has won more than 150 awards for disrupting the industry and solving the toughest problems in haircare. Our drive to reveal the best version of your hair has only gotten stronger. We continue to break through industry standards, creating cutting-edge products that will transform your confidence, your outlook, and your every day.