Living Proof announces their partnership with world-renowned actress Lily Collins for a campaign that celebrates the brand mission of science in action.
Transformational and fearless, world-renowned actress Lily Collins is influencing a generation by showing her true character—both on and off the screen. With a storied acting career that began in her teen years, Lily has ascended to beauty icon status, most recently breaking streaming records for her portrayal of Emily in Netflix’s mega-hit Emily In Paris. For her next role, Lily becomes the new face of science-backed haircare disruptor, Living Proof, who engineers breakthrough patented approaches for real-world hair problems.
Lily Collins leads the charge in a multifaceted campaign dubbed ‘We Have Haircare Down to a Science,’ sparking a new narrative around how true innovation fuels healthy, remarkable results. Not everything in life is about performance, but when it comes to her hair Lily knows we all want something with measurable results. As someone who spends countless hours in the styling chair on set or on press junkets, Lily needs the right products and trusts Living Proof to keep her hair at its optimal health. Living Proof’s passion for brilliant hair starts in the lab – sustained by the results seen not simply in your hair – but in you.
The brand was drawn to Lily’s like-minded passion for transparent, performance-based solutions that she can really trust, so that she can always show off her true character. Living Proof allows Lily to feel emboldened in the power of self-expression while maintaining her healthiest hair, always.
Here’s an inside look at Lily’s favorite Living Proof products and how they connect to the actress’s self-expression in beauty:
- Advanced Clean Dry Shampoo ($30) – breakthrough formula cleans and cares like a rinse-out shampoo, eliminating oil and sweat while leaving hair with just-washed softness and shine.
- Why Lily Loves: “I literally almost always have Advanced Clean Dry Shampoo in the car or in my bag. I use it almost every day; it smells amazing, and it doesn’t leave any residue.”
- No Frizz Vanishing Oil ($30) – fast-absorbing oil vanishes into hair, blocking humidity, and delivering hydration for a smooth, shiny finish.
- Why Lily Loves: “Hydration is a big thing for me because all the heat and styling takes its toll, so keeping it really hydrated and shiny is a priority. My hairstylist uses No Frizz Vanishing Oil on my ends — it doesn’t feel greasy and makes my hair look shiny and hydrated.”
- Full Dry Volume & Texture Spray ($32) – delivers instant, revivable, and long-lasting volume and texture for fine hair while providing buildable, no-slip grip for increased styling versatility.
- Why Lily Loves: “Full Dry Volume + Texture Spray delivers instant, long-lasting volume and texture that’s revivable throughout the day. It also lightly absorbs oil to extend the life of my look and it has heat protection, so it protects from any additional damage from the curling iron.