Affordable curl care is really poised to have a moment for 2021, but pricer brands are also looking to add to the ever-growing market for those of us with beaucoup texture. One such brand is fan-favorite Living Proof, which is unveiling its newest range, simply and succinctly named Curl.
The seven-piece offering was made with a diversity of curl types in mind. When I spoke to the folks at Living Proof over Zoom in December, the brand said that when it was speaking to curly and kinky-haired consumers, frizz, dryness, dullness, breakage, and definition were some of the main concerns they had. Plus, most people with curly, coily, or kinky hair don’t have one consistent curl pattern on their own heads.
With this in mind, the brand knew that the one-size-fits-all approach wouldn’t work across the board when dealing with curls. So, Living Proof teamed up with textured hair expert and stylist Ursula Stephen to create a silicone- and sulfate-free collection that addresses the needs of people with highly textured hair, no matter how tight or loose their pattern is. “My clients are always asking me to recommend products that help with the detangling process,” Stephen tells Allure. “When I got the opportunity to work with Living Proof, I wanted to make sure they understood how important that is to the curly community. As a result, it ended up being a really important aspect of the line.”
Living Proof Curl includes three different curl enhancers, a shampoo, conditioner, gel, and a hair oil. The brand formulated this line with its Healthy Hair Complex, which creates a shield around the curl strand to strengthen, provide frizz protection, shine, and enhance definition. “Our patent-pending curl technology is a unique blend of biopolymer film formers and emollients that deliver natural, flexible definition while providing ultimate manageability and strength for healthy curls,” says Ron McLaughlin, VP of product development at Living Proof. According to cosmetic chemist and CEO of Beautystat Ron Robinson, biopolymers provide hold for your hair, but they are made with natural ingredients as opposed to synthetic ones.
The Curl Shampoo ($32) and Conditioner ($32) are formulated to give you the perfect base for styling. The shampoo gently cleanses without stripping and helps your curls spring into formation, while the conditioner adds that signature softness and makes detangling easy.