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Living Proof Bottles Virginity (for Hair) with New 'Restore' Product

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You can't buy back your innocence. But, thanks to science-driven beauty line Living Proof, you can "restore your hair's virginity."

When we walked into the Roosevelt Hotel on Tuesday night for a preview of Living Proof's new product, Restore we didn't know what to expect other than seeing what the promise of "virgin hair" was all about. Thirty minutes and twenty slides later, we were convinced that Restore and PolyfluoroEster (a patented moisture-controlling molecule Living Proof likes to preach) are the future.

Damaged, unmanageable hair is an issue most people have due to anything from general washing and brushing to over styling and heat use. Restore restores hair back to the "virgin" state, or the state it is in during childhood (undamaged and baring a natural protective shield). The product restores, heals and even protects hair from future damage. Living Proof does not claim to achieve full virgin state, but Restore will give hair the feel of that state, which can never truly be achieved again.

We tried the product for ourselves and our single-use results were impressive (it takes five uses for a full turn-around according to the scientists). With hair feeling dramatically softer and lighter, we got that "Yeah, my hair looks great and I didn't even have to try" feeling. It may be a placebo effect talking, or science might be onto something.

Try Restore for yourself starting in mid-September. Available at Sephora, QVC, Ulta, Nordstrom and—shampoo and conditioner will retail for $28.00 a piece and the dramatic-result mask treatment for $42.—Payton Wang
· Living Proof [Official Site]
· All beauty posts [Racked]