Hair care brand Living Proof has introduced a dedicated beauty line for consumers with curly hair.
In an effort to tackle issues with curly hair, such as frizz and dryness, rather than masking the problem, the Unilever-owned brand has developed its first formula with a biomimetic blend that is designed to form a protective shield around curls.
The strengthening agent, which is also said to enhance curl definition and improve shine, has been adopted to all seven skus in the curl line.
As well as a traditional shampoo and conditioner, the brand has launched a selection of styling products and frizz controllers that are designed to suit wavy, curly and coily hair types.
Customers can shop the range via livingproof.com from US$28.