Jennifer Aniston announced as co-owner of Living Proof hair care

Jennifer Aniston Living Proof
Photography courtesy Noel Federizo/Living Proof
Jennifer Aniston Living Proof
Photography courtesy Noel Federizo/Living Proof

Jennifer Aniston’s hair played a leading role in the ’90s, inspiring women everywhere to ask stylists for “the Rachel” and today it was announced she’s taking on a leading role with hair care company, Living Proof.

Aside from being the face of the brand, Jennifer Aniston has also invested in the company as a co-owner—a move that will give her some say in the products that Living Proof develops. The Boston-based company prides itself on scientific innovations for hair care and beauty products, and considering that they keep scientists from the Massachusetts Institute of Technology (MIT) on staff, it’s not shocking that their frizz-defying Nourishing Styling Cream is a cult favourite.

Jennifer Anniston usually shies away from celebrity endorsements, with the exception of a hairspray campaign in the ’90s and her ongoing Smartwater work. So why the sudden decision to work with Living Proof? It was the scientific connection that convinced her. WSJ reports that after being approached by the brand Jennifer Aniston had her longtime hairstylist Chris McMillan (who also created “the Rachel”) test the product on her hair—to much success. “What caught my attention…is the company’s unique approach to hair care—using scientific technologies to offer women actual proof in a bottle rather than hoping for results,” she said via press release.