Living Proof's PhD Advanced Clean Dry Shampoo is launching this summer and it will be joining the brand's best-selling prestige dry shampoo. Based on a study that says 91% of consumers don't use dry shampoo because they don't believe it will actually clean their hair, the brand created a new formula. As Maria Mahoney, manager of product insights and testing at Living Proof, told NewBeauty, "we wanted to tackle that barrier and break it down, striving to reinvent the dry shampoo category with this launch."
The product was created to offer the benefits of a rinse-out shampoo by providing a soft and silky feel without water and without residue. Thanks to a cleverly designed nozzle, the product allows for plenty of control for how much is sprayed.