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 minimize 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 fiber, 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. Living Proof took it upon themselves to devise an 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 minimized and frizz is conquered.