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.

Glow

For Coloured Hair

Inspiration can come from anywhere. You can thank the local bakery for this one. In particular, their delicious date and cinnamon loaf, the smell of which wafts out into the street every morning. It’s no wonder that on the pursuit for good ingredients and beauty super-foods those two came to mind. A bit of research and a few slices of delicious baked goods is all we needed to discover that as well as tasty, date and cinnamon are the perfect ingredient extracts for our formula, which is perfect to enhance colored hair, making it glow in a beautifully natural way.

Hydrate

For Dry Hair

We were inspired by our favorite summer delights, like mango known for being antioxidant-rich and basil for its soothing and purifying properties. The combination of the two extracts is the perfect addition to our Hydrate range to regenerate and revitalize hair.

Replenish

For damaged hair

Everyone needs a little boost sometimes to get going. A busy lifestyle is shared amongst hairdressers and clients alike. It’s not just our bodies that show the effect of a busy schedule, it also takes a toll on your hair. As with your body, your hair needs the right food for energy and strength, which is why our Replenish range, containing maple and pecan nut extracts, restores shine and nourishes the hair.

Amplify

For Fine Hair

It was only natural, that when looking for powerful ingredients to enhance our products, we would look to our morning green tea for answers. Green tea, known for its powerful antioxidants, became the starting point when thinking about the Amplify range. The lightweight products combined with a fresh touch of lime are the perfect way to add body and volume to your hair.

Care for all Hair types

Deep Cleansing

We all need a reset from time to time. A moment of meditation or a breath of fresh air is all we need to create a shift in direction when we feel weighed down. Our hair is no different, often needing a refresh to bring it back to a healthy state. Our Deep Cleansing Shampoo, featuring Fair Trade Violet Rice Extract ethically sourced in South-East Asia, helps remove grease and impurities from the hair.

Embrace Styling

Styling

When we decided that we wanted to create a high-performance styling range, pure as well as effective, the topic of nature meets science immediately took over the conversation. Inspired by the rise of solar panels in local areas providing natural clean energy, we started talking about a few ingredients in our products that could easily be replaced by more natural sources. After extensive testing, we discovered many alternative natural ingredients perfect for our products, giving long lasting performance and pliable textures without having to use synthetic alternatives like mineral oil, parabens and silicones.