No Frizz owners get $9m for further product development
The Massachusetts-based company released its first product line, No Frizz, back in February.
The company claims the hair care brand, which is aimed specifically at people with frizzy hair, is one of the biggest launches in Sephora this year.
Living Proof was founded by venture capital firm Polaris Venture Partners and Dr Robert Langer at the Massachusetts Institute of Technology (MIT).
The company describes its approach as an attempt to launch ‘breakthrough’ products using ‘newly-invented materials’ and it claims No Frizz is one of the few hair care ranges not to be based on silicone.
Plans for investment
The $9m in funding will be used to create new products and target new regions, explained CEO Rob Robillard.
“This funding will give us the capital to create and market category-busting new products like we have with No Frizz.
“It will allow us to replicate this early success in markets outside the United States,” he said.
Co founder and chairman of the company Jon Flint argued that the company’s early success shows its breakthrough, innovative message to be having an effect on consumers.
“We’re extraordinarily excited by the success we’ve had out of the gate. Living Proof’s brand message that it will only market truly innovative technologies which deliver beautiful, healthy results is clearly resonating with consumers,” he said.