Authentic Beauty Concept
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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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Hydrate
We love summer, sunshine, and refreshing fruit. Inspired by mango’s antioxidants and basil’s soothing properties, we crafted a hydrating formula that replenishes hair with continuous moisture, leaving it regenerated and revitalised—perfect for keeping hair healthy.
Glow
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.
Amplify
You don’t need to be British to love tea! Inspired by green tea’s powerful antioxidants and refreshed with lime, we created the lightweight Amplify range—designed to add natural body, volume, and vitality to hair while offering a fresh, energising boost.
Replenish
Everyone needs a boost to keep going. Busy lifestyles affect not only our bodies but also our hair. That’s why the Replenish range, enriched with maple and pecan nut extracts, restores strength, nourishes deeply, and brings back natural shine and vitality.
