• Living Proof®, founded by MIT scientists and leading hair stylists, pioneers science-driven, inclusive haircare solutions for global consumers.
• Its multi-award-winning products have achieved worldwide acclaim, with one bottle of Perfect hair Day™ dry shampoo sold every 30 seconds.
• The brand celebrated its regional launch with an exclusive media event at Art in Space, Downtown Dubai.

Dubai, UAE – 10 June 2024: Living Proof®, the cult-favorite haircare brand, is launching for the first time in the  region, distributed by Beauty Solutions.            Since 2005, Living Proof has designed, developed and launched the most innovative hair care formulas on the market today. Its approach bridges the gap between biotech and beauty, bringing a fresh and unique perspective to the industry. This commitment to scientific exploration has led to proprietary, breakthrough solutions which uncover and address the root causes of hair problems – never conceal them.

And now, Living Proof is set to tackle the region’s biggest haircare challenges by introducing five of its signature collections to the market. From its full range, which transforms fine, flat hair, to frizz®, which provides long-lasting smoothness, to fan-favorite Perfect hair Day™ (PhD), each collection has been designed to combat common regional hair issues and optimize hair health.

To celebrate Living Proof’s regional launch, an exclusive media event was held at Art in Space, Downtown Dubai, for top-tier press and influencers. The science behind the brand was brought to life through bespoke gamified experiences and immersive content. Guests had the opportunity to discover the full regional range and learn about which products best suit their exact haircare needs. Attendees were also treated to an exclusive styling experience during the event, where they could try Living Proof’s award-winning products for themselves.

Alexis Tedesco, Chief Marketing Officer at Living Proof, says: “We are delighted to bring Living Proof’s patented, science-driven hair care solutions to the UAE. The market is renowned for its discerning, clued-up consumers, and we are confident that they will embrace the transformative results that Living Proof has built its reputation upon.”

Living Proof will be available at Bloomingdales, Ounass, Galeries Lafayette Qatar , Gold Apple Qatar and  Look Fantastic.