WE BELIEVE IN AUTHENTIC BEAUTY

Authentic Beauty Concept is a holistic premium brand co-created with a unique hairdresser collective to start a new path to authentic beauty. Discover our beliefs.

#AuthenticBeautyMovement

The new path to authentic hair

WE BELIEVE IN AUTHENTIC BEAUTY

Authentic beauty is real, honest & purpose driven. It’s our shared belief; what binds us and drives us.

WE BELIEVE

authentic beauty starts the moment you decide to be yourself. It’s about enhancing natural beauty.

WE BELIEVE
what we leave out is just as important as what we put in. Performance driven vegan formulas free from micro plastics, mineral oil, parabens & silicones and of course cruelty-free.

WE BELIEVE

in building a diverse community of mindful advocates, cultivating empathy, experience and skills.

Be part of the

#authenticbeautymovement.

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VEGAN BLOW-DRY

When it comes to sustainability, we believe that less is more. That’s why we believe in the power of a professional blow-dry – with the great, lasting results they provide, your hair will look better for longer, and you can spend less time washing and styling it.

Sustainability VEGAN BLOW-DRY

Pure formulas

All our products are formulated with the purest essence of their key ingredients. Find out how and why they were selected.

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Being perfectly imperfect

Being authentic means embracing imperfections, says Hester Wernert-Rijn. The Dutch hairdresser on how authentic beauty evolved in recent years.

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Minimalism for a Calm and Simple Life

We live in an over-stimulated, over-complicated, cluttered world. It’s no surprise, then, that Mari Kondo’s best-selling book, The Life-Changing Magic of Tidying, sent ripples worldwide and started a movement that just keeps gaining momentum.

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BE PART OF THE REFILLUTION

If you never leave the house without your favourite reusable coffee cup and tote bag, congratulations – you’re already part of the refillution! We believe that while recycling is great, reusing and refilling is even better. Recycling begins at the end; with the ‘getting rid’ part of a product’s life cycle. Refilling closes the loop, contributing to a circular economy and allowing us to play our part in the eradication of single-use plastics. That’s why we launched refill bars in selected salons across the globe; because sustainability is at the heart of what we do and we know it’s important to you, too.

Sustainability