The Ultimate Comparison for Mature, Fine, or Thinning Hair
If your hair has started to feel a little flatter, softer, or less full than it used to, you’re not imagining it. As we age, our hair naturally loses density, moisture, and structural support — which means the right styling product can make or break your volume.
Two popular options (one brand more popular in UK and one here in the US) promise fuller, thicker‑looking hair: Toni&Guy Volume Whip and Living Proof Full Thickening Cream. But they perform very differently, and depending on your hair type and styling habits, one may be a much better fit.
This guide breaks down everything you need to know — performance, texture, hold, heat protection, price, and who each product is truly best for — so you can choose confidently. Along with which one I reach for more often and why.
Why This Comparison Matters for Mature Hair
As we move into our 40s, 50s, 60s, and beyond, hair tends to become fine at the root, drier through the mid-lengths. If you want to learn more about products that work for the drier and more stressed hair, see my post on a favorite product of mine by Alterna Caviera Hair line.
As well as more fragile with heat (from tools or the sun) and it has less natural voluminous.
That means a product that worked beautifully at 25 may suddenly fall flat (literally). The goal now is lightweight lift, touchable fullness, and heat protection that doesn’t weigh hair down or emphasize dryness.
Both Toni&Guy and Living Proof promise volume — but they go about in a similar but different ways.
Side‑by‑Side Comparison
Tony&Guy can make my hair look product heavy if I use too much. So can Living Proof, so if you have less volume to your hair as you age. Less of both of these products equals more lift.
Both create an airy lift to the hair. The differences are:
Toni&Guy Volume Whip –
Doesn’t have the “product feel”. Which is great if you want natural body and movement to that har. You also don’t like a product feel to your hair. This product comes in a tub like container which you may or may not like compared to a tube.
Living Proof Thickening Cream
It does make hair look noticeably thicker, however you do feel the product in your hair. This is a trade off. You need to decide if you can live with that for the look of volume to your hair. It is supposed to have a patented thickening technology. I will be honest here, many products on the market do. However, that thickening can be very small and they make that claim.
Basically it boils down to if you want maximum fullness (which may not be too much fuller) or a bit fuller with more soft bounce to the hair.
Personally, I believe that both products work great for adding that fullness to my hair.
Texture & Feel
Toni&Guy
A whipped, mousse‑like texture that melts into the hair. It’s lightweight, airy, and never sticky.
It only takes a small amount to add the added volume to your hair.
Apply at the roots for better volume
Living Proof
A silky cream that coats each strand to create the feeling of thicker hair. Still lightweight, but more structured.
I find the texture to be lighter than the Toni&Guy but not the end result.
If you apply too much it will weight down your hair.
Verdict: Depends on your preference. However, I find very little difference in the end results even after long term use.
Heat Protection
Here is where there is a difference in products as Toni&Guy doesn’t market their product as having any heat protectant. You need to use a separate heat protectant. But I don’t use the Living Proof all over my hair as it weights it down. Which means, that is no added value to me for my fine, aging hair.
If you do want the heat protection in the Living Proof product, they do advertise it as having 450°F protection. That is great heat protection. You will need to use it through your full head of hair and comb it through for this protection.
Hair does need protection. Hair dryers, hot tools and even the sun can damage your hair. I use the Alterna Leave in CC Cream for my hair protection and to add continued moisture to my hair.
Price and Value
Toni&Guy product is “cheap as chip”. Okay, not quite that inexpensive. It is a great value for the money. It is around $9.00 (2.82oz), which is $3.19 per ounce with a rating of 4.3 stars.
Living Proof is $34.00 for 3.7 oz, which is $9.19 per ounce with a rating of 4.5 stars. So, $6.00 per ounce of product more than the comparison. If you are using this all over your hair that can added up fairly quickly. Not that it is a bad product. It isn’t.
If your hair is starting to feel finer or you struggle to keep volume throughout the day. You want to keep a natural flow to your hair. Both products are great and have their place. It just depends on heat protection and a bit more fullness with the light product feel in your hair.
For me, I have chosen the Toni&Guy more often over several years. Going forward it will be the only one I use as I can’t justify the price point.
I hope that this has been helpful to all my fine haired beauties out there.
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