Living Proof launches Frosted Fig dry shampoo for the holiday season
The beauty brand's latest limited-edition scent blends creamy fig with coconut and lily petals, arriving as fig fragrances surge across the category.
Living Proof has released a new seasonal dry shampoo called Perfect hair Day Frosted Fig Limited-Edition Advanced Clean Dry Shampoo. The product launches now at LivingProof.com for $33 in a 5.5-ounce size, according to the company.
The scent combines creamy fig and subtly sweet coconut with delicate lily petals, green tea, blonde woods, vanilla cream and warm amber. Living Proof pairs the fragrance with its Advanced Clean Dry Shampoo formula, which the brand says cleans and cares like a rinse-out shampoo while removing oil, sweat and odor without leaving residue.
Why fig, and why now
Fig is experiencing a significant moment in beauty. According to Living Proof’s data, haircare searches for fig scents have grown more than 600 percent over the past three years, and fig fragrances across all beauty categories have grown 162.50 percent. When consumers choose a dry shampoo, scent ranks in the top five decision factors, according to company research, making it a category consideration for those shopping for the season.
The company has found success with limited-edition scents before. Earlier seasonal launches drew new customers to the brand; Living Proof reported that 55 percent of purchasers of those prior scents were new to the brand. The company positioned Frosted Fig as timed to the holiday, which it described as “a natural moment for discovery and gifting.”
Market context
Living Proof introduced Sheer Clean Dry Shampoo Mist earlier this year, its first non-aerosol dry shampoo, which the brand said became its leading product at Sephora, Livingproof.com and TikTok Shop within three weeks of launch. The company said one of its dry shampoos is sold every 10 seconds globally. In the U.S., most women wash their hair infrequently—nearly seven in 10 do so a few times per week or less—yet adoption of dry shampoo remains limited, with only two in 10 women using it, according to the brand’s data.
Lauren Fenton, chief marketing officer of Living Proof, said the brand aims to give consumers “more performance, more ease and increasingly, more enjoyment” during the days between washes. “Sometimes that means completely rethinking what dry shampoo can do,” she added. “Other times, it’s giving someone a new reason to discover a product people already love. Frosted Fig brings a little something special to the season, without compromising the performance they expect from us.”
Living Proof, founded in 2005 by biotech scientists and hair stylists, is MIT-born and has accumulated 120 global patents and more than 200 awards.
This article was compiled by the Glamorade editorial desk from the official announcements and reporting listed under Sources.
