Unilever agrees deal to acquire hair care business Living Proof

Unilever has agreed a deal to acquire Living Proof, an innovative premium hair care business based in the US.

The company is dedicated to solving hair problems through the use of breakthrough science and was founded by entrepreneur Jon Flint in partnership with Robert Langer, a professor from the Massachusetts Institute of Technology.

Bringing together the expertise of biomedical scientists and industry-leading hair stylists, the company has created a portfolio of hair products to promote healthier hair, build volume and address hair care challenges such as frizzing.

The purchase will help Unilever to further expand its capabilities in the prestige hair retail market, which it believes to offer significant potential for growth.

Alan Jope, president for personal care at Unilever, said: "Through compelling product result demonstrations and influencer driven marketing, Living Proof is already a successful business in this space and we look forward to further developing and growing this wonderful brand."

Living Proof will be incorporated into the company's prestige portfolio, which includes brands such as Dermalogica, Kate Somerville, Murad and REN.

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