Living Proof’s new prime style extender claims it can make hair styles go the extra mile. Photo: wwd.com
We’re big fans of primer for your face—smoothing it onto skin creates an even canvas for makeup and also helps ensure your products will last several times longer than they would normally. Overall, it’s a bit of a beauty savior. Which is why we were so excited to hear that there’s now hair primer—a formula that will extend the life of your coif.
This September, Living Proof will debut their Prime Style Extender, a hair primer that claims to hold any look for double the time of other products. (Living Proof told WWD that 80 percent of participants who used the product in clinical trials found this to be true.)
The pre-styling product, which is formulated for all hair types, is oil-free and features emollients to smooth cuticles and detangle strands. There’s also a proprietary molecule called OFPMA that repels dirt and oil and protects hydrogen bonds—a.k.a. the secret sauce. We can’t wait to get our hands on this and test whether it actually works, especially since it’s designed to work equally well on straightened hair and voluminous strands.
Would you try or buy this hair primer?
One of our favorite new hairstyles to try this summer? The always chic high ponytail.