Hollywood actress Jennifer Aniston has lent her weight to venture capital-backed haircare company Living Proof after becoming a co-owner in the company.
The company was founded by Polaris Venture Partners and MIT professor Robert Langer five years ago in an attempt to use breakthrough scientific discoveries to forge a niche in the women’s beauty market.
Aniston’s role will include brand development and marketing for Living Proof’s products as well as collaboration with scientists on new innovations.
She said, “What caught my attention about Living Proof 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.
“Over the years, my hair has been subjected to everything… blow dryers, flatirons, curling irons, color, extensions, you name it,” she added.
“My hair has taken a serious beating. After using these products, I felt like I finally discovered a solution that works every day.”
Polaris extended its entertainment links earlier this year by investing in online music video channel BalconyTV alongside Lerer Ventures and Greycroft Partners.
The business has grown from three Dublin friends filming daily performances of up-and-coming artists on their apartment balcony to become a global concern produced in more than 30 cities.
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