It’s only May but I think I already have a contender for “Best Beauty Launch of the Year.” Strong words, but I’m standing behind them.
Living Proof, the brainy hair care company run by MIT scientists, changed the hair care industry with their innovative products. Their newest launch, Straight, just upped the ante even further.
Straight hair mania is still going strong, and Straight is Living Proof’s contribution to the market. They already have the amazing No Frizz line (disclaimer: I’m a user of the No Frizz Straight Making Styling Cream), but this new product is unique. It’s an alternative to semi-permament straightening like a Brazilian and heavy traditional products that contain silicones and oils.
Straight is a spray that can be used on wet or dry hair. It’s an aerosolized version of PolyfluoroEster, the company’s patented humidity-blocking molecule. The company claims that it provides complete humidity protection, and it even repels dirt and build-up. Most importantly, it doesn’t contain any toxic chemicals.
After you get out of the shower, you spray it on wet hair and blow dry as usual. If you want to go really straight, you can spritz some more on your dry hair then flat iron. You can then reapply it through the course of the day for touch-ups and further dirt-repelling.
The claim that I wanted to test was that it will keep your hair straight for several days, allowing you to stretch your time in between shampoos. So I dried and flattened my hair, which I’m currently wearing in a short bob, long in the front. It stayed absolutely perfect all day. I slept on it, then sprayed some more Straight on it the next morning. Perfect all day again. I worked out in the evening, and just to test the theory, took a shower but didn’t wash my hair. Then I went to bed again (this sort of grossed me out, but I did it in the name of research.) On morning number three it was still pretty perfect, but conceptually I couldn’t handle the thought of not washing my hair again, so I broke the cycle. But I’m a convert and have been using it daily ever since.
You can get Straight now on Living Proof’s website, and it will launch soon at other outlets. It’s $29 for a full size 5.5 ounce can, and $17 for a travel size.