Actress Lily Collins is the new ambassador for Living Proof. The partnership kicked off with a new brand campaign celebrating its mission of science in action.

Lily Collins leads the charge in a multifaceted campaign dubbed “We Have Haircare Down to a Science,” sparking a new narrative around how true innovation fuels healthy, remarkable results. The campaign will live at the forefront in North America and the UK, running in the Spring of 2022. In addition to organic campaign efforts on owned and partner channels, content and media will run across YouTube, Google, TVC (Hulu), podcast, out-of-home advertising on billboards in New York City and Los Angeles as well as paid social across Facebook, Instagram, TikTok andThe New York Times. The campaign will also launch with a hero brand video, which follows Lily throughout her morning routine, spotlighting how optimal hair health acts as a vehicle for overall confidence and joy, culminating with Lily being spotlighted as ‘The Living Proof.’ As Collinsremarks in the brand video, '[you] don't have to be in a lab to know results when [you] see them' – that's the beauty of Living Proof having haircare down to a science.

“The brand is called Living Proof for a reason. It was founded on the principle that there wasn’t a need for marketing fluff, universal ingredients or smoke and mirrors,” says Zach Rieken, CEO of Living Proof. “We were, and always will be, about showing off how our products actually perform -through the people who use them. And having a modern muse like Lily Collins partner with us shows that proof is impactful and resonates in anextremely valuable way.”

A longtime fan of the brand, Ms. Collins adds, “When you treat your hair well, you’re treating yourself well. Living Proof’s philosophy is rooted in cutting edge science. Their products aren’t about masking your hair problems, they formulate them so your hair can be its best, most natural self.As someone who is always striving to keep my hair healthy, I was so drawn to this philosophy and the products that delivered the best hair I've ever had in my life. And you can see it, in its growth, shine, how it withstands all of the damage I put it through.”