Authentic Beauty Concept


Welcome to the AUTHENTIC BEAUTY CONCEPT, a Holistic, Premium Brand...

We believe in AUTHENTIC BEAUTY:

From over-engineered formulas to carefully selected, pure ingredients.

From over-glamourised hair dos to real authentic hairstyles.

From perfectly retouched beauty imagery and distant corporate communication to visuals that are real and an honest direct discussion.

From a fast-paced life to also taking time to disconnect.

Today's generation is part of a wider philosophy, demonstrating a desire for truth and authenticity.

 

AUTHENTIC BEAUTY CONCEPT has been crafted as a response to today’s consumer, experiencing life in the new now:


WE BELIEVE IN AUTHENTIC BEAUTY

WE BELIEVE

It's our shared belief, It's what binds and drives us. It begins the moment you decide to be yourself.

 

WE BELIEVE

authentic beauty is natural and simple. It doesn't need sophisticated photo filters it grows with character.

 

WE BELIEVE

in pure ingredients from carefully selected origins free from silicones, sulphates and parabens.

 

WE BELIEVE

in the honest artisan, building on empathy, experience and skills. Be part of the authentic beauty movement.


JOIN THE #AUTHENTICBEAUTYMOVEMENT


AUTHENTIC BEAUTY CONCEPT GLOW – FOR COLOURED HAIR 

Inspiration can come from anywhere, and you can thank the local bakery for this one – in particular, their delicious date and cinnamon loaf. A bit of research and a few slices of delicious baked goods was all that was needed to discover that as well as being tasty, date and cinnamon are the perfect ingredient extracts for a formula that enhances coloured hair, giving it a natural, healthy glow. making it glow in a beautifully natural way.


AUTHENTIC BEAUTY CONCEPT AMPLIFY – FOR FINE HAIR

You don’t have to be British to love tea! Green tea, known for its powerful antioxidants, was the starting point for the Amplify range and is the key ingredient. Not just good for the body, green tea is super-hydrating, energising and anti-inflammatory, making it the perfect gentle, lightweight ingredient for a volumising range to add body to the hair.


AUTHENTIC BEAUTY CONCEPT HYDRATE – FOR DRY HAIR

Love summer, sun, and the delicious fruit that comes with it? When the sun is high and the air is warm, there’s nothing better than juicy mango to hydrate – and your hair loves it too. Dry hair, like dry skin, needs serious moisture, which is why we’ve turned to the antioxidant properties of mango for this range. Hydrate also contains basil, known for its soothing and purifying properties to revitalise the hair.


AUTHENTIC BEAUTY CONCEPT REPLENISH – FOR DAMAGED HAIR

Everyone needs a little boost sometimes. Busy, stressed-out lifestyles are a problem for hairdressers and clients alike, and it’s not just our bodies that show the impact of a busy schedule; it also takes a toll on your hair. As with your body, hair needs the right food for energy and strength, which is why the Replenish range contains healthy maple and pecan nut extracts to restore your shine and nourish the hair.


AUTHENTIC BEAUTY CONCEPT – FOR ALL HAIR TYPES

Suitable for all hair types, our deep cleansing shampoo removes impurities and product build-up. The secret ingredient? Fair Trade Violet Rice Extract, which is ethically sourced in South-East Asia. The formula helps to absorb grease and impurities from the hair and scalp, for a fresh, clean finish.


AUTHENTIC BEAUTY CONCEPT STYLING ASSORTMENT

 Today, hair is about effortless style and loose, free flowing textures. To create your perfectly (im)perfect look try the Authentic Beauty Concept pure styling formulas.