Frizz fighting is notoriously tricky business – most anti-frizz products rely on oils and silicones, to lubricate the hair’s surface and weigh strands down, which help to minimise friction but ceases to be as effective when things get hot and humid. Frizz is the product of these two factors; when hair is exposed to humidity or dampness, the moisture is absorbed into the hair fibre, causing the cuticle to flare out – as the strands rub against one another, the increase in friction results in frizz, so a true solution must successfully tackle both of these issues. There has been next-to-no exploration into frizz management within the last 30 years – which is why Living Proof took it upon themselves to devise the biggest and most innovative anti-frizz breakthrough; OFPMA – the proprietary technology in Living Proof’s No Frizz products – which coats each strand more evenly than silicones, so moisture is unable to penetrate the hair shaft. It also helps to smooth each strand’s texture, so friction is minimised and frizz is conquered.