We Believe in Authentic Beauty

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.

#AuthenticBeautyMovement

  • MEET PEGGY GOU

    An authentic voice with edge and the new face of Authentic Beauty Concept.
    This year sees a creative collaboration between Peggy Gou x Authentic Beauty Concept – explore details of our progressive partnership and get to know Peggy's authentic outlook.  

    COMMUNITY 

  • ENHANCE YOUR NATURAL GLOW

    Embrace your most authentic blonde yet with our new Cool Glow Cleanser: our first vegan silver shampoo, designed to keep your shade bright, clean and oh-so cool. Joining the Glow range of vegan, Peta-certified care for coloured hair, the cleanser is designed to keep brassiness at bay, all while staying true to our brand values. 

    PRODUCTS 

  • IT'S A HAIR AFFAIR

    We believe in creating hair with purpose, therefore we are delighted to have collaborated with EDITED on a limited-edition trio of scrunchies for summer: it’s the perfect hair affair. 

    COMMUNITY 

  • VEGAN BLOW-DRY

    When it comes to sustainability, we believe that less is more. That’s why we believe in the power of a professional blow-dry – with the great, lasting results they provide, your hair will look better for longer, and you can spend less time washing and styling it​. 

    SUSTAINABILITY VEGAN BLOW-DRY 

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