Polyfluoroester What?

Polyfluoroester. Try saying that five times fast. I'm lucky if I can say it once. Polyfluoroester, aka the no-frizz molecule, was discovered by scientists at MIT when they set out to tackle frizz. After asking two questions—What the heck causes frizz and how can it be prevented?—they came up with two conclusions: 1) Prevent humidity from penetrating: Create an exquisitely thin, smooth layer that perfectly coats and shields the hair; and 2) Reduce friction between fibers: Produce a surface on the hair with as low of a surface energy as possible.

… The birth of polyfluoroester—a smaller molecule than traditional no-frizz materials that, due to its chemical nature, adheres to hair tightly, allowing for long-lasting moisture resistance and a new interaction between hair fibers and the atmosphere, even after a super humid day. The use of polyfluoroester eliminates, or rather replaces the need for silicones.

So, what happened next? Living proof™, a five-sided approach to hair care was launched: Restore, Straight, Full, Frizz™ and Hold. The line not only uses its own mini molecule, it doesn't use sulfates, which makes sense since SLS and other sulfates are known as drying agents.

Funny thing is I was reading about their molecule, approach, etc., and decided to visit their website only to discover I have one of their products in my bathroom! Their Frizz™ Styling Cream. As I've expressed before, frizz has become an issue for me since I relocated to the East Coast, and the girl at Sephora recommended Living proof's products to me on one of my anti-frizz quests. Does it work? Well, my hair has been frizz-free all day so I'd say yep; it works.

What's intriguing about this technology is instead of taking an ingredient/technology rooted in the medical field (which is how a ton of cosmetic/personal care products are developed—think delivery systems and pharmaceuticals) and translating it into cosmetic and personal care uses, these scientists got together and developed their own technology.

I am also intrigued at how many companies outside of the personal care world are discovering or developing their own ingredient, and then launching their own skin care or hair care line. For instances, Solazyme is a renewable oil and bioproducts company—they have no roots in our industry; but they accidently discovered their microalgae-based ingredient, Alguronic Acid, could benefit skin. The next thing you know they have an anti-aging line on the shelves at Sephora. These dudes who developed Living proof are scientists from MIT! Great stuff.

Is this an endorsement? Well if you by endorsement you mean I support their anti-status quo approach that's backed by scientists, technology and research, then yeah; you're darn right it's an endorsement. And come on, their marketing slogans are fantastic: Hold—Style Capturing, Shine Amplifying , Day Making; Frizz—Humidity Blocking, Cuticle Smoothing, Eureka Making; and their tagline—Science is beautiful. We are Living Proof. No, no, no, I AM living proof LOL.   

Too cute.