Living Proof Launches Seasonal "Frosted Fig" Scent for Dry Shampoo

Living Proof, a haircare brand grounded in science, has released a limited-edition "Frosted Fig" version of its Advanced Clean Dry Shampoo. This seasonal offering pairs the brand's established dry shampoo formula with a new fragrance profile designed for the holiday season.

The introduction addresses the gap in dry shampoo usage, where many women wash their hair infrequently but do not regularly use dry shampoo. Living Proof has focused on improving the dry shampoo experience, notably with its recent launch of the Sheer Clean Dry Shampoo Mist, a non-aerosol option that quickly became a top seller.

The "Frosted Fig" scent is part of Living Proof's strategy to attract consumers to the dry shampoo category through limited-edition fragrances. The company reports that previous seasonal scents have successfully recruited new customers, with 55% of purchasers being new to the brand. The fig scent itself is noted as a trending fragrance note in the beauty market.

The "Frosted Fig" dry shampoo features a scent blend of creamy fig, coconut, and lily, with underlying notes of woods and amber. The formula is designed to remove oil, sweat, and odor without leaving residue, while adding softness and shine. The product is available for $33 on LivingProof.com.