UK Launch: Authentic Beauty Concept
Since attending the brand’s European launch in Berlin earlier this year, we’ve been excited about it officially launching on UK soil… and now it’s finally here! So, welcome to the Authentic Beauty Concept, and let us tell you all about this exciting new, Holistic, Premium Brand.
AUTHENTIC BEAUTY CONCEPT
It was inspired by hairdressers, artisans and people who share the same values. They wanted to find a range of hair products that fit with our beliefs and feel true to us. Something honest, simple and made with carefully selected ingredients. They 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’S BELIEFS
1. PURE FORMULAS
The Authentic Beauty Concept believes that what you leave out is as important as what you put in. Their care and styling formulas are created with a free-from philosophy; they are free from sulphates*, parabens, silicones, mineral oils and artificial colourants. These are products with integrity. Pure, natural, simple and 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.
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.
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 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 in-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.
AUTHENTIC BEAUTY CONCEPT: IN-SALON MEMENTO MENU
Authentic Beauty Concept has created a care and styling service menu to help hairdressers bring out their client’s inner beauty through a unique sensorial journey with premium ingredients, blissful products and a relaxing, spa-like experience. Client’s choose the right service depending not only on their needs, but also on their mood. The products are then available to purchase and take home.
AUTHENTIC BEAUTY CONCEPT: PRODUCT RANGE AT A GLANCE
1. AUTHENTIC BEAUTY CONCEPT GLOW – FOR COLOURED HAIR
2. AUTHENTIC BEAUTY CONCEPT AMPLIFY – FOR FINE HAIR
3. AUTHENTIC BEAUTY CONCEPT HYDRATE – FOR DRY HAIR
4. AUTHENTIC BEAUTY CONCEPT REPLENISH – FOR DAMAGED HAIR
5. AUTHENTIC BEAUTY CONCEPT – FOR ALL HAIR TYPE
6. AUTHENTIC BEAUTY CONCEPT STYLING ASSORTMENT