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Scientists from Massachusetts Institute of Technology (MIT) have launched a hair care line that aims to fight frizzs with polyfluoroester technology. Living Proof was founded three years ago, but unveiled its hair care line only recently.
According to the company, scientists have known for years that humidity affects the hair by changing the surface texture of the hair fiber and increasing absorption of water by the interior of the hair shaft. The company reports that an increase of relative humidity from 30% to 70% can increase the water content of hair by 100%, thereby increasing the volume of hair by more than 20%. This influx of water vapor eventually causes the hair fibers to swell, creating extended cuticles, which results in friction between fibers. This inter-fiber friction causes static and an additional increase in volume.
In the scientists search of technology that reduced frizz, they ran across polyfluoroester, a smaller molecule than the traditional materials used for frizz control. The company's formulators optimized a unique way to deliver the material to the surface of the hair in efficiently as a smooth, perfect layer, devoid of extraneous additives.
Due to its chemical nature, the formulation adheres tightly to the hair, which allows for long-lasting moisture resistance and rebalancing of the hair fiber's interaction with the atmosphere, even after extreme humidity. Repeat use after shampoo seems to improve the hair's own ability to resist humidity change, and the product reportedly works better. Due to its low surface energy, the technology repels most other materials like water and oils, translating into a non-greasy coating that doesn't attract dirt and other particulates. The scientists have found that it is actually more repellent to dirt and particles than natural hair. As a final benefit of the technology, the low refractive index of the coating produces a unique, long-lasting shine and pop in the color of the hair. For more information, visit www.youarelivingproof.com.