“Living Proof’s innovative hair products are beloved around the world. The strong consumer demand and appeal of our science-based brand has created the incentive for diverters to unacceptably obtain and sell Living Proof products in unauthorized sales channels. Living Proof stands behind the authenticity and quality of its products and is committed to actively seeking out and stopping diversion.”
-Grace Ray, CEO
WHAT IS DIVERSION?
If you don't know the answer to this question - you're not alone. Nine out of ten consumers do not know what diversion is. But you probably have witnessed it. Diversion occurs when products are sold in “unauthorized” places. Genuine Living Proof products are sold only in authorized salons, spas or authorized salon related websites.
A list of authorized resellers can be found at If you see our products sold anywhere else, it is likely the result of diversion.
THE RISKS WITH DIVERSION
Diverted products bring many risks. It may be counterfeit product that does not have Living Proof’s assurance for quality and performance. Diverted products may also be tampered with and could be unsafe. Living Proof and its authorized resellers stand behind our science, our products and our brand. No one else can promise to do the same. We fight diversion because it damages the Living Proof brand and the reputations of our authorized resellers. Everyone in the Living Proof family takes enormous pride in our work, our products and our satisfied customers. We will not accept actions that put these values at risk.
UNAUTHORIZED SALES OUTLETS:
-Any Mass Retailer (ie: Target, Walmart, KMart, etc.)
-Any Mass Discount Store (ie: Tj Maxx, Marshalls, Christmas Tree Shop, etc.)
-Online Purchases from non-Living Proof Websites (Sephora & Ulta ARE authorized retailers)
YOU CAN HELP
Customers are often the best at identifying diverted product. If you see product that you suspect is diverted, take a picture of the top, front, back, bottom, and barcode of the item, note the date and location of this product, and send the pictures to . Do not buy the product. This only encourages more diversion.