Unilever to acquire haircare firm Living Proof

Cosmetics and personal care products company Unilever has signed an agreement to acquire Living Proof.

Founded by Jon Flint, Living Proof produces haircare products using patented and advanced bio-medical technology.

Unilever's personal care president Alan Jope said: “We are delighted to be adding Living Proof to our portfolio of Prestige brands. The Prestige Hair retail market is very attractive and offers significant potential for growth.

"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.”

The Living Proof products are designed to provide healthier hair, remove frizz, offer volume, and address other haircare concerns.

Living Proof's chief executive officer Grace Ray said: “I am extremely proud of Living Proof’s growth over the years and the difference our products make to people’s lives.

"Unilever shares our deep commitment to science, quality, and innovation, making them the ideal partner to take us to the next stage of our journey.

"I’m confident that together we will accelerate our mission to change people’s lives through products that deliver results you can see from across the room."

Living Proof will be included in Unilever’s portfolio of brands, which also includes Dermalogica, Kate Somerville, Murad, and REN.

Subject to customary regulatory approvals, the transaction is expected to close in Q1 of next year. Financial details of the deal have not been disclosed.