
Living Proof is owned by Unilever plc (LSE: ULVR), which acquired 100 percent of the company in December 2016. Living Proof is an American hair care brand founded in 2005 by venture capitalist Jon Flint and MIT professor Robert Langer, headquartered in Boston, Massachusetts. Its products are built on patented molecules developed from biomedical research.
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Living Proof | Unilever plc | Wholly owned |
Jon Flint, a Polaris Partners venture capitalist, and Robert Langer, the prolific MIT biomedical engineer, founded the company in 2005 in Cambridge, Massachusetts. The premise was that polymer chemistry used in medicine could outperform cosmetic silicones, so the brand was built inside a science incubator rather than a beauty marketing department.
The first breakout technology was OFPMA, a molecule that repels water and oil to control frizz without silicone, launched in the No Frizz line. A second molecule, PBAE, created volume without stiffness and powered the Full line. The science claims earned the brand unusually strong early press and a devoted salon following.
Aniston's 2012 investment and spokesperson role brought mass awareness, and the line expanded into Perfect hair Day, a best-selling franchise covering shampoo, conditioner, and the dry shampoo that became the brand's signature consumer product. Unilever's 2016 acquisition moved the brand from venture-backed startup to the prestige shelf of a global conglomerate, where it has since added bond repair products that put it in direct competition with Olaplex, K18, and Redken.
What does Unilever own?
As of April 2026, Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing (Dove, Vaseline, TRESemme, Pond's), Personal Care (Axe/Lynx, Rexona/Sure, Lux, Lifebuoy, Close Up), Home Care (Domestos, Cif, Surf, Omo, Comfort), and Nutrition (Knorr, Hellmann's, pending transfer to McCormick upon deal close). Unilever no longer owns ice cream brands (Magnum, Walls, Ben & Jerry's, Breyers) following the 2025 Ice Cream demerger. The March 31, 2026 McCormick combination, expected to close mid-2027, will transfer Hellmann's, Knorr, Frank's RedHot, French's, Cholula, and Maille to the expanded McCormick entity. The company also owns approximately 61% of Hindustan Unilever Limited, a publicly listed subsidiary in India.
Is Unilever publicly traded?
Yes, Unilever plc is listed on the London Stock Exchange under ticker ULVR and on Euronext Amsterdam under ticker UNA. American Depositary Receipts are listed on the New York Stock Exchange under ticker UL. The company does not have a controlling shareholder, and its shares are held primarily by institutional investors. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom.
Who founded Unilever?
Unilever was formed in 1929 through the merger of Lever Brothers, a British soap company founded by William Hesketh Lever in 1885, and Margarine Unie, a Dutch margarine producer formed through the merger of the Jurgens and Van den Bergh companies in 1927. The founders of the predecessor companies include William Lever, James Darcy Lever, Antonius Johannes Jurgens, and Samuel van den Bergh.
Where is Unilever headquartered?
Unilever is headquartered in London, United Kingdom. The company's registered office and principal executive offices are located in London. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom and ending the separate Unilever N.V. Dutch entity. The company's shares continue to trade on both the London Stock Exchange and Euronext Amsterdam.
How many brands does Unilever own?
Unilever currently owns over 400 brands across Beauty and Wellbeing, Personal Care, Home Care, and Nutrition. Following the completion of the McCormick Foods combination (expected mid-2027), Unilever's portfolio will narrow to its HPC brands, with the largest being Dove, Axe/Lynx, Rexona/Sure, Vaseline, Domestos, Cif, Surf, and Omo. The company's food brands (Hellmann's, Knorr) are included in the McCormick deal and will transfer upon close.
Who owns Unilever?
Unilever plc is a publicly traded company with no controlling shareholder. The company's shares are held primarily by institutional investors including major asset managers and index funds. No single shareholder holds a majority stake in Unilever. Fernando Fernandez serves as CEO, having been appointed in March 2025 following the departure of Hein Schumacher. The company's board includes a majority of independent non-executive directors.
Living Proof markets silicone-free positioning as a product and environmental benefit and is covered by Unilever's group sustainability reporting and cruelty-free commitments. It holds no separate certifications such as Leaping Bunny.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Epres | USA | 2022 | Mass market | United states | All Genders | |
| Unilever | USA | 2020 | Mass market | Global | All Genders | |
| Henkel | USA | 2014 | Premium | Global | Unisex | |
| Loreal | USA | 1960 | Premium | Global | All Genders | |
| Virtue Labs | USA | 2014 | Mass market | United states | All Genders |
Beauty Personal CareOwned by Epres LLC
Bond repair hair care brand founded by Olaplex co-inventor Eric Pressly, known for its acid-free one-step treatment.
Beauty Personal CareOwned by Unilever plc
Biotech hair care brand known for the K18Peptide molecular repair mask, majority-owned by Unilever since February 2024.
Beauty Personal CareOwned by Henkel AG & Co. KGaA
Prestige hair care brand specializing in bond-building treatments, acquired by Henkel AG in July 2026 for $1.4 billion.
Beauty Personal CareOwned by L'Oréal S.A.
Professional salon hair care brand founded by Paula Kent and Jheri Redding, owned by L'Oreal since 1993.
Beauty Personal CareOwned by Virtue Labs, LLC
Prestige hair care brand built on Alpha Keratin 60ku human protein technology, sold through Sephora and salons.
Market Positioning: Living Proof competes with 5 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Looking for brands with different ownership structures? These similar brands are not owned by Unilever plc, giving you alternative choices that support different corporate structures.
Beauty Personal CareOwned by Epres LLC
Bond repair hair care brand founded by Olaplex co-inventor Eric Pressly, known for its acid-free one-step treatment.
epres is privately owned, unlike Living Proof which is under a publicly traded parent company.
Beauty Personal CareOwned by Virtue Labs, LLC
Prestige hair care brand built on Alpha Keratin 60ku human protein technology, sold through Sephora and salons.
Virtue is privately owned, unlike Living Proof which is under a publicly traded parent company.
Beauty Personal CareOwned by Evyap
Turkish antibacterial soap and personal hygiene brand owned by Evyap, one of Turkey's largest consumer goods manufacturers. Activex uses silver ion technology and is sold primarily in Turkey and Middle Eastern markets.
Activex is privately owned, unlike Living Proof which is under a publicly traded parent company.
Beauty Personal CareOwned by Evyap
Turkish brand of men's grooming and shaving products manufactured and marketed by Evyap, known for affordable quality shaving soaps.
Arko is privately owned, unlike Living Proof which is under a publicly traded parent company.
Beauty Personal CareOwned by Kenvue
American brand of skincare and hair care products specializing in natural ingredients and colloidal oatmeal formulations.
Aveeno is privately owned, unlike Living Proof which is under a publicly traded parent company.
Beauty Personal CareOwned by BURST.USA, Inc.
Venice-based oral care brand selling sonic toothbrushes through a network of dental professional ambassadors.
BURST Oral Care is privately owned, unlike Living Proof which is under a publicly traded parent company.
Discover popular brands and companies in the Beauty & Personal Care category and related searches from other users.

Italian luxury fragrance and grooming brand founded in Parma in 1916, owned by LVMH since 2001. Known for its signature Colonia fragrance and a full range of home and lifestyle products made in Italy.

Turkish antibacterial soap and personal hygiene brand owned by Evyap, one of Turkey's largest consumer goods manufacturers. Activex uses silver ion technology and is sold primarily in Turkey and Middle Eastern markets.

Procter & Gamble's feminine hygiene brand launched in 1983, holding approximately 27% global market share in menstrual pads and sold in more than 100 countries.