Living Proof Launches Hair Triple Bond Complex – WWD

A new hair care player has entered the link building arena.

Living Proof, which has partnered with actress Lily Collins in April, launched its Triple Bond Complex, which seeks to not only repair but also prevent damaged hair bonds before they occur.

Infused with the brand’s patent-pending 3D bio-fortifying technology, Triple Bond Complex is intended for weekly application and claims to make hair stronger and more resistant to future damage after just one use.

Living Proof CEO Zach Rieken said, “Our approach whenever we enter a category is that we are always looking for a scientific breakthrough. — wWe don’t just launch products to launch products.

With consumers increasingly seeking at-home hair treatments since the onset of the COVID-19 pandemic, bonding products have seen an increase in both consumer demand and industry innovation , with brands such as Amika, K18, The Inkey List, Sebastian Professional and, of course, Olaplex, which pioneered the link building category when the brand launched in 2014, all riding the trend. (although some more than others).

According to Rieken, Triple Bond Complex had been in development for about two years, but the brand’s foray into bond building was several more. “The Triple Bond complex was inspired by research that our discovery team actually did several years ago,” Rieken said.

“The way we thought about getting into this category is kind of similar to how we thought about dry shampoo, which we’re now the market leader, where we weren’t the first to party, but we knew when we entered the market we wanted to do it in a differentiated way that really delivered scientific discovery,” he continued.

In order to differentiate Triple Bond Complex from existing bonding products on the market, Living Proof sought to incorporate heat activation technology into the product, which was formulated to target the three main types of chemical bonds that exist. in the hair: hydrogen, ionic and covalent bonds.

“When we looked at this category, we saw a lot of opportunities,” said Rieken, who noted that the majority of bond building products on the market primarily build hydrogen and ionic bonds, the two weakest of the three. while neglecting covalent bonds. , the first and strongest in the chain of command.

Living Proof Triple Bond Complex.

courtesy of living proof

Triple Bond Complex’s proprietary 3D Fortifying Technology combines a blend of lipids and peptides, a blend of biomimetic emollients, and a cuticle sealer to nourish, protect, and rebuild hair fibers.

“The triple bond complex actually builds all three types of bonds in the hair, and that’s really what makes our technology different,” Rieken said. “Another thing that makes our technology different is that it doesn’t rely on already damaged hair. we don’t just repair broken bonds, we also create new bonds in the hair with our heat-activated technology.

According to the brand, the incorporation of heat-activated technology not only allows the product to better actuate covalent bonds, but also makes the product perfectly suited for a salon environment, where many treatments often end with a service. heat styling.

Living Proof celebrity colorist ambassador Jenna Perry is a hairstylist who will offer the product at her New York salon, through which the brand aims to boost its profile in the professional channel, as well as overall brand awareness. to consumers.

“While there are a lot of people who know about Living Proof, there are still a lot of people who don’t, so we’ve invested a lot more in brand awareness,” Rieken said. “We have a great opportunity to expand well beyond North America – expanding our omnichannel presence internationally has been a major driver of our growth, particularly in the UK and China. “

Launched Monday on the Living Proof website and sephora.com, Triple Bond Complex sells for $45 for a 45ml. bottle and $20 for a 15 ml. bottle and will roll out to Sephora stores on August 11 and in-store at Ulta Beauty on September 11.

Rieken has not commented on the brand’s sales, but industry sources estimate the brand will achieve more than $300 million in retail sales next year and is on track to reach more than half a million. billion in annual sales by 2025.

Last March, the Unilever-owned brand partnered with the Massachusetts Institute of Technology to award up to $100,000 to four female-led teams as part of the school’s annual Solve initiative. The partnership marked the brand’s latest effort in its ongoing mission to address gender disparity in science.

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