Living Proof

Packaging an Elevated Experience

For Living Proof^®, a science-driven haircare brand, innovation doesn't stop with the formula.

As a science-driven brand known for solving real consumer challenges, Living Proof understands that packaging plays a critical role in how consumers experience a product. When developing its Perfect Hair Day™ Style Refresh Mist, the team wanted a dispensing solution that would make application easier, more enjoyable, and more consistent for consumers.

"We set out to create an elevated, sensorial user experience that reflects Living Proof's premium positioning," said Ron McLaughlin, Chief Research & Development Officer at Living Proof. "Every detail of the packaging is designed to feel both elegant and intuitive, from the moment the product is in hand to the way it dispenses and integrates seamlessly into a user's routine."

The Power of Continuous Mist

Having partnered with Living Proof for more than 15 years, TricorBraun understood the brand's packaging standards, aesthetic requirements, and commitment to the consumer experience. To deliver the experience Living Proof envisioned, the team selected Flairosol® technology for its continuous ultra-fine mist and ease in application. As the preferred distributor of AFA Dispensing’s Flairosol® technology in the U.S. and Canada, TricorBraun was uniquely positioned to bring both the technology and the expertise needed to make that vision a reality.

Unlike traditional pumps that require repeated squeezing, the Flairosol® sprayer is designed to deliver a smooth, continuous spray that helps distribute product evenly throughout the hair while making application easier.

"We view TricorBraun as a strategic collaborator that helps us drive innovation and create differentiated haircare packaging and consumer experiences," said McLaughlin.

While AFA Dispensing was the vendor chosen to deliver the Flairosol® spray experience Living Proof wanted, the stock package didn't reflect the brand's premium aesthetic. Living Proof needed a custom solution that combined innovative dispensing technology with its signature soft-touch look and feel.

Designed for the Living Proof Brand

Bringing that vision to life required more than sourcing a dispensing system. It required a partner capable of managing the complete solution, from package development and supplier coordination to design, engineering, and quality validation.

"TricorBraun acted as a true extension of our team, bringing proactive communication, agility, and problem-solving expertise at every stage," said McLaughlin. "Their ability to anticipate needs and adapt quickly added significant value, which provided a smooth, efficient process and a successful launch outcome."

Working alongside Living Proof from the earliest stages of development, TricorBraun's Design & Engineering team collaborated closely with key supplier partners, including bottle manufacturer Altira, whose expertise in custom bottle manufacturing, decoration, and soft-touch capabilities helped bring the package concept to life. Together, the team created a custom soft-touch bottle that balanced aesthetics, manufacturability, performance, and compatibility with the Flairosol® dispensing system.

"Our goal is to simplify the complicated," said Jennifer Nicosia, Packaging Consultant at TricorBraun. "Living Proof trusts us to navigate challenges and bring the right resources together to make ambitious packaging concepts a reality."

"TricorBraun brought this innovative concept to life by applying deep technical expertise and establishing the critical framework needed to move from idea to execution," said McLaughlin. "Their guidance helped define clear parameters and practical solutions, creating a concept that was not only visionary but also achievable, scalable, and ready for market."

Quality Behind Every Spray

Great design is only part of the equation. To create a seamless consumer experience, the package and formula must work together as one system.

TricorBraun's Design & Engineering teams performed extensive testing on pre-production versions of the packaging, including leak testing, drop testing, spray performance evaluation, and customer-specific protocols. 

"Every test was geared to the consumer experience," said Ryan Fichuk, Senior Manager, Packaging Quality & Commercialization at TricorBraun. "Our job is to create packaging that performs as consumers expect it to."

A Premium Experience, Proven

Consumer response has been overwhelmingly positive with Style Refresh Mist earning a 4.8-star rating on the Ulta Beauty website and frequent praise for its ease of application.  

"What's especially gratifying is that consumers are calling out the ease of application as a key benefit," said McLaughlin. "From the start, our goal was to create a package and formula that worked hand-in-hand, and it's great to see that experience resonating with consumers and contributing to their overall satisfaction with the product."

For Living Proof, the project reinforced the value of a collaborative packaging partner capable of transforming innovative technology into differentiated consumer experiences. 

Our Case Studies about the packaging industry tell the full story behind some of our very best packaging solutions. To save a copy of this specific case study, just click the button below.