1. The business is mainly focused on the United States, and its core business is providing MIT research-based hair care products, including shampoo, conditioner, dry shampoo spray, and more.
2. It is a well-known brand in the hair care / beauty industry, with competitors including Ouai and Olaplex.
3. The brand terms used on the official website are "Living Proof" or "Living Proof Haircare".