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Authentic Beauty Concept

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.

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In Authentic Beauty Concept, we’re dedicated to creating a holistic experience of authentic beauty. This means we go beyond hair and keep the connection of mind, body and soul at the forefront of everything we do, through carefully selected ingredients, bespoke scents and mindful in-salon memento services that impact the whole: not just your hair.

Authentic Beauty Concept uses carefully and purposefully selected ingredients. We believe what we leave out is as important as what we put in. We made the conscious choice to remain free from silicones, sulfates*, parabens, mineral oil or artificial colorants. We managed to be vegan in 28 out of 31 formulas and we are still working on the final three to become fully vegan. We want to produce products with integrity. For example, since 2017 we support the Sustainable Guar Initiative – a programme that enhances the livelihoods of thousands of small holder guar bean farmers in India with a transparent value chain. In our products, Guar is used as a caring ingredient, improving combability and hair feel.

Thoughtful hair care products are a combination of cutting-edge science, carefully chosen ingredients and a journey of constant discovery. Find out how these elements found their way into Authentic Beauty Concept’s highly effective formulas.

From almost the dawn of time, man has been in pursuit of healthy hair. Cultures around the world have long used plant power to achieve glossy tresses, applying everything from nut and seed oils to fruit pulp and crushed herbs to their locks. With time, as our understanding of science and technology improved, we have found increasingly sophisticated methods to harness that power. Likewise, ingredients have evolved from rudimentary combinations to specialised formulas. Authentic Beauty Concept products are formulated with a special combination of purified natural extracts. For example, the Hydrate product range for dry hair contains mango fruit extract and basil leaf extract. Mango is known to be rich in anti-oxidants, vitamins and minerals, basil is known to have anti-inflammatory properties.

Series

 

ABC All Hair Types
All Hair Types
ABC Glow
Glow
ABC Amplify
Amplify
ABC Hydrate
Hydrate
ABC Replenish
Replenish
ABC Beyond Hair
Beyond Hair
ABC Embrace Styling
Embrace Styling
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