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
It's our shared believe, it's what binds and drives us.
It begins the moment you decide to be yourself.
authentic beauty is natural and simple.
It doesn't need sophisticated photo filters it grows with character.
in pure ingredients from carefully selected origins free from silicones, sulfates and parabens.
in the honest artisan, building on empathy, experience and skills.
AUTHENTIC BEAUTY CONCEPT was inspired by hairdressers, artisans and in general people who share the same values. We wanted to find a range of hair products that fit to our beliefs and feel true to us. Something honest, simple, made with carefully selected ingredients. We wanted to create something authentic, something that people can relate to. Individual experiences, ideas and beliefs came together and out of this AUTHENTIC BEAUTY CONCEPT was born.
AUTHENTIC BEAUTY CONCEPT: OUR BELIEFS
1. PURE FORMULAS
The AUTHENTIC BEAUTY CONCEPT believes that what you leave out is as important as what you put in. Our care and styling formulas are vegan*, created with a free-from philosophy; they are free from sulfates**, parabens, silicones, mineral oils and artificial colourants. These are products with integrity. Pure, natural, simple, pleasant, carefully selected. Within AUTHENTIC BEAUTY CONCEPT nature meets science with purified ingredients powered by ultrasound decomposition and steam distillation; this is a very gentle way of extracting natural ingredients – whilst preserving their benefits – like the mango and basil in our Hydrate range.
AUTHENTIC BEAUTY CONCEPT also supports the Sustainable Guar Initiative (SGI); a program launched by the company Solvay to enhance the livelihoods of thousands of small holder guar bean farmers in India and responsibly source the ingredient Guar (Guar Hydroxypropyltrimonium Chloride), a caring ingredient.
2. NO-FILTER ATTITUDE
AUTHENTIC BEAUTY CONCEPT was created as a movement with hairdressers and artisans sharing the same values, that build on today's beliefs and individual experiences – making the #authenticbeautymovement a unique community embracing a new attitude towards authentic beauty.
The mindset behind the #authenticbeautymovement is ‘be yourself’. It’s about being real, direct and open. Honesty is attractive. Our individuality and character are what gives us beauty, non-filtered.
3. AUTHENTIC HAIR
The hair of today follows a new language, celebrating the loose textures of true beauty. It’s what you don’t see that makes the difference; care products creating the canvas for beautiful hair with substance to it, and styling products with a 'no styling' approach invisibly enhancing authentic hair.
It’s about building on the natural beauty that is already there. Effortless in every way, perfectly (im)perfect touchable hair create this kind of crafted quality – reduced luxury.
4. MINDFUL EXPERIENCE
A mindful moment is about connecting inner and outer beauty through real experiences. It's about looking within to reconnect with yourself. When you’re present in the now, that’s when you rebalance your mind and soul; bringing out your inner beauty to truly express yourself.
AUTHENTIC BEAUTY CONCEPT allows the hairdresser to create a different, premium in-salon environment that blocks out the noise of the busy world around, creating a moment worth to remember – a memento.