In recent years, the beauty industry has seen a significant shift towards ‘clean beauty’. The trend is driven by consumers becoming increasingly conscious about the environmental impact and health implications of the products they use. The market has responded with an influx of brands making claims around being ‘clean’, ‘organic’, ‘natural’, ‘vegan’, and ‘cruelty-free’.
Living Proof is one such brand that has positioned itself in the clean beauty space. However, with the increasing skepticism around marketing claims and ‘greenwashing’, it’s important to delve deeper and investigate whether Living Proof lives up to its claims.
In this article, we will explore what it means to be a clean brand, examine Living Proof’s cruelty-free and vegan claims, and review what industry experts have to say.
What Does ‘Clean Brand’ Really Mean?
At its most basic, a ‘clean brand’ implies that the company’s products are free from ingredients that are considered harmful. However, the term can be misleading as there is no standard or regulated definition across the beauty industry.
Generally, clean beauty products aim to be transparent, sustainable, and mindful of health. This often translates to products being free from toxic ingredients, cruelty-free, vegan, and having environmentally-friendly packaging.
Making sense of these claims can be tricky, but certifications from recognized bodies such as Leaping Bunny, Vegan Society, or certifications for organic and natural ingredients can provide some clarity.
Living Proof: The Company Profile
Living Proof is a luxury hair care brand, founded in 2004 by Jon Flint, Bob Langer, and a team of stylists and biotech scientists. The brand claims to use patented technology and bio-medical science to create products that address common hair care issues.
Living Proof boasts of being free from sulfates, silicones, and parabens, and asserts that it is cruelty-free. Some products are also claimed to be vegan.
The brand has won numerous beauty awards over the years and is used by many professional stylists, including Chris McMillan, the man behind Jennifer Aniston’s iconic ‘Rachel’ cut.
Is Living Proof Truly Cruelty-Free?
Living Proof’s website states that they do not test their products on animals, nor do they ask others to do so. However, the company has not been certified by recognized cruelty-free organizations like Leaping Bunny or PETA.
The absence of such certification doesn’t necessarily mean that the brand isn’t cruelty-free, but it does make it challenging for consumers to verify the claim independently.
It’s also worth noting that Living Proof is owned by Unilever, a corporation that has been criticized in the past for animal testing. However, Unilever has since committed to ending animal testing for its products and supports the global ban on cosmetics testing on animals.
Understanding Living Proof’s Vegan Claims
Living Proof claims that some of its products are vegan, meaning they contain no animal-derived ingredients or by-products. However, not all their products are vegan, so it is essential for consumers to check the ingredients list.
The lack of a vegan certification from an accredited organization makes it harder for consumers to validate these claims. It’s also important to remember that being vegan doesn’t automatically mean a product is clean or cruelty-free.
Living Proof does provide a list of its vegan products on its website, but the onus is on the consumer to cross-check and verify.
Controversies and Concerns Over Living Proof Products
Despite its claims of being a clean brand, Living Proof has been the subject of some controversy. In 2017, the company faced backlash for its use of the ingredient Octinoxate in some of its products. Octinoxate is a chemical sunscreen that has been linked to coral reef bleaching and potential endocrine disruption.
The company has also been criticized for using fragrance in its products, an ingredient often associated with allergies and skin irritations.
Living Proof defended its use of these ingredients, stating they are safe and used within industry regulations. Nevertheless, these controversies highlight the complexity of defining a clean brand and the importance of consumer vigilance.
What the Experts Say
While Living Proof has been praised for its innovative approach to hair care, experts caution that the clean beauty industry is largely self-regulated. This means brands often define for themselves what constitutes as ‘clean’.
Some experts argue that certifications are the best way to validate a brand’s claims. As of now, Living Proof lacks cruelty-free and vegan certifications, making it harder for consumers to independently confirm the brand’s claims.
Despite these concerns, many hair professionals and beauty experts continue to recommend the brand for its high-quality, effective products.
Conclusion: Is Living Proof a Clean Brand?
Given the current lack of industry-wide regulations, defining a clean brand is challenging. Living Proof’s commitment to be free from sulfates, silicones, and parabens, and its move towards cruelty-free and vegan-friendly products are positive steps. However, the lack of independent certifications and controversy over some ingredient choices can raise eyebrows.
Transparency and consumer awareness are key in navigating the clean beauty industry. For those considering Living Proof, it is recommended to do some research, read ingredient lists, and possibly seek advice from beauty professionals or dermatologists.
Ultimately, the decision of whether or not Living Proof is a clean brand lies with individual consumers and their personal definitions of what ‘clean beauty’ truly means.
