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.