Cruelty-free, science-led haircare but owned by Unilever, which is not cruelty-free
| Ingredient transparency | Full ingredient list read and categorised |
| Ownership | Unilever (Owned by Unilever (acquired 2016)) |
| Where made | USA/contract manufacturers |
| Price | Mid-range |
| Cruelty free | Yes |
| Vegan | Partial |
| Organic | No |
| Certifications | CFK-verified cruelty-free |
| Packaging | Recyclable |
| External ratings | CFK cruelty-free (parent Unilever not CF) |
| Lab tested | Yes (patented molecule science, e.g. OFPMA/Healthy Hair Molecule) |
| Clinical studies | Brand cites internal efficacy testing |
| Caveat | Cruelty-free but parent Unilever is not cruelty-free and allows testing where legally required |
Why there is no score: Partial read. This verdict is provisional. Only part of the catalogue could be read and the certifications listed have not been checked against the certifiers own registers, so the evidence does not yet support a settled verdict. No score is published. Ingredient lists were obtained for 32 products, but the brand's product listing did not respond when the total catalogue size was measured, so the share of the range covered is unknown. Without a denominator a percentage would be meaningless.
Last checked 22 July 2026.
Not yet independently verified. The certifications listed for this brand are as the brand states them. They have not yet been checked against the certifiers own registers, so they should be read as a claim rather than a confirmed fact.
We analysed 32 Living Proof products, categorising every listed ingredient by function, origin (raw natural, naturally derived or synthetic) and safety concern. This is not the whole catalogue, so it is reported as a partial read. Percentages show the share of each formula that is natural or naturally derived.
Most common flags: Limonene, Fragrance/Parfum, Citronellol, Linalool, Hexyl Cinnamal, Citral, Polysorbate 20, Citrus Limon (Lemon) Peel Oil, Citrus Aurantium Peel Oil, Pinene, Benzyl Salicylate, Linalyl Acetate
Coverage: Ingredient lists were read for 32 products. The size of the full catalogue could not be established, so no average is shown.
Analyst note: Ingredient lists were read for 32 products. The brand's total catalogue size could not be measured, so the share of the catalogue covered here is not known.
| Product | Natural | Ingredients | Flagged |
|---|---|---|---|
| Perfect hair Day™ Sun-kissed Pear Advanced Clean Dry Shampoo | 84% | 38 | 18 |
| Moisture Rescue Mask | 88% | 42 | 13 |
| Perfect hair Day™ Style Refresh Mist | 91% | 35 | 11 |
| Full Conditioner + Refill | 91% | 23 | 5 |
| Full Shampoo + Refill | 76% | 25 | 5 |
| Scalp Care Density Serum 3-Pack | 86% | 29 | 4 |
| Leave-In Conditioning Spray | 67% | 27 | 6 |
| Curl Conditioner | 87% | 38 | 5 |
| Curl Shampoo | 74% | 46 | 6 |
| No Frizz Conditioner | 91% | 23 | 5 |
| Restore Conditioner | 89% | 28 | 5 |
| Restore Shampoo | 78% | 27 | 5 |
| Full Conditioner | 91% | 23 | 5 |
| Full Shampoo | 76% | 25 | 5 |
| Style Lab® Air-Dry Styler | 91% | 22 | 5 |
| Curl Definer | 89% | 38 | 7 |
| Scalp Care Density Serum | 87% | 30 | 4 |
| Style Lab® Flex Hairspray | 60% | 15 | 5 |
| Scalp Care Exfoliator | 79% | 29 | 2 |
| No Frizz Vanishing Oil | 83% | 24 | 5 |
| Scalp Care Dry Scalp Treatment | 80% | 25 | 2 |
| Restore Repair Leave-In | 78% | 27 | 6 |
| Full Thickening Blow-Dry Cream | 71% | 28 | 6 |
| No Frizz Smooth Styling Serum | 68% | 22 | 7 |
| No Frizz Smooth Styling Cream | 87% | 30 | 6 |
| Perfect hair Day™ 5-in-1 Styling Treatment | 72% | 29 | 5 |
| Full Volume & Root-Lifting Spray | 78% | 27 | 7 |
| Clarifying Detox Shampoo | 77% | 35 | 5 |
| Perfect hair Day™ Dry Shampoo | 84% | 38 | 16 |
| Perfect hair Day™ Advanced Clean Dry Shampoo | 85% | 34 | 14 |
| Full Texturizing Foam | 71% | 31 | 7 |
| Triple Bond Complex | 87% | 39 | 6 |
Full ingredient breakdown
The full ingredient by ingredient breakdown of all 32 Living Proof products (952 ingredients, each categorised by function, origin and safety concern) is free with an account.
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