Some consumers avoid silicones in haircare products because they believe they can cause buildup, weigh hair down, and prevent moisture from penetrating the hair shaft—and to celebrate 20 years of silicone-free haircare, Living Proof is introducing breakthrough Sili-CLONE HairTech.

This reimagining of the brand’s whole shampoo and conditioner collection invites people to transform their hair with breakthrough technology that mimics the five most desirable benefits of silicone: detangling, slip, sleekness, conditioning, and shine.

The numerous benefits of Sili-CLONE HairTech are ready to be experienced in fan-favorite brand franchises like Perfect hair Day for lasting hydration and shine, No Frizz for smoothing and flyaway taming, and Restore haircare proven to reduce breakage. These reimagined wash day staples support uncompromising in-shower experiences and sought-after premium finishes.