The limited-edition launch brings one of beauty’s breakout scent notes to Advanced Clean Dry Shampoo, giving consumers a new reason to refresh between washes this holiday

BOSTON, Oct. 1, 2026 /PRNewswire/ — Living Proof, the science-backed haircare brand, introduces Perfect hair Day™ Frosted Fig Limited-Edition Advanced Clean Dry Shampoo, a seasonal take on its award-winning formula that pairs the clean and care of a rinse-out shampoo with lush, creamy fig for the holiday season.

For most women, wash day isn’t every day: In the U.S., nearly 7 in 10 women wash their hair only a few times per week,¹ yet only 2 in 10 women reach for dry shampoo.² Living Proof has spent more than a decade finding new ways to make those days better, and give consumers more time back to their lives. Today, one Living Proof dry shampoo is sold every 10 seconds globally,³ and the brand continues to push beyond what consumers already know and love from the category.

Earlier this year, the brand tackled some of dry shampoo’s most persistent frustrations with Sheer Clean Dry Shampoo Mist, Living Proof’s first non-aerosol dry shampoo, designed to actually clean hair with a 100% invisible finish. In its first three weeks, Sheer Clean became the #1 Living Proof product at Sephora, Livingproof.com, and TikTok Shop.⁴

With frosted Fig, Living Proof is creating a different reason to discover dry shampoo. Limited-edition scents have become a way to invite new consumers into the category while giving longtime fans something new to love. Seasonal scents including Velvet Amber and Sun-kissed Pear have helped recruit new customers to Living Proof, with 55% of purchasers new to the brand.⁵ Frosted Fig continues that approach at holiday, a natural moment for discovery and gifting.

The scent itself is no afterthought. Fragrance ranks among the top five drivers of dry shampoo choice,⁶ while fig is having a breakout moment of its own across beauty, growing +162.50%. In haircare specifically, searches for fig fragrances have grown more than 600% over the past three years.⁷

Living Proof’s take pairs creamy fig with subtly sweet coconut and soft lily petals, grounded in warm woods and amber for an inviting alternative to the expected holiday gourmand. Underneath the scent is Living Proof’s breakthrough Advanced Clean Dry Shampoo formula consumers know and love, cleaning and caring like a rinse-out shampoo to remove oil, sweat and odor while leaving hair soft, naturally shiny and manageable – without the wash.

“We know consumers want more from the days they don’t wash their hair – more performance, more ease and increasingly, more enjoyment,” said Lauren Fenton, CMO of Living Proof. “Sometimes that means completely rethinking what dry shampoo can do. 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.”

Perfect hair Day™ Frosted Fig Limited-Edition Advanced Clean Dry Shampoo is available now at LivingProof.com for $33 (5.5oz).

Key Benefits 

• Cleans like a rinse-out shampoo
• Removes oil, sweat, and odor
• Adds softness and shine
• Leaves no visible or textured residue
• Balances scalp’s sebum levels
• Provides pollution protection

Fragrance Notes

Lush, creamy fig and subtly sweet coconut open the scent, followed by delicate lily petals blended with clarifying green tea at the heart. The fragrance settles on comforting blonde woods, vanilla cream, and a touch of smooth, warm amber — soft, elegant, and effortlessly inviting.

About Living Proof 
MIT-born in 2005, Living Proof was founded when an unlikely combination of biotech scientists and renowned hair stylists came together to pioneer a first-of-its-kind haircare philosophy based in science. Their mission was to create inventive solutions designed to solve real-world hair problems, not conceal them. Today, Living Proof’s MIT foundation drives everything they do, guiding discovery-based formulation philosophy and informing the development of breakthrough, proprietary solutions refined through rigorous testing and validated in real life. Twenty years later, with 120 global patents and 200+ awards, the brand continues to put research at the forefront – because they believe perfect hair days aren’t luck, they’re engineered. For more information, visit livingproof.com.

¹ Based on 53% washing a few times per week plus 16% washing once per week or less. Mintel 2025.
² Based on dry shampoo US household penetration source: Numerator.
³ Based on 2025 Global Sales
⁴ Living Proof Retailer and Living Proof.com sales August 14-Sept 3, 2026
⁵ Livingproof.com Sales, August 2025-September 28, 2026
⁶ Attest Consumer Survey, Dry Shampoo Usage + Purchase Drivers, 2025, N298
⁷ Mintel North America Fig Fragrance Search Data, Beauty & Personal Care Category, 2023-2026

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SOURCE Living Proof