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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

  • CELEBRATE NATURAL HAIR TEXTURE & MOVEMENT

    Our co-created texture styling trio is now complete with the newest editions Nude Powder Spray for instant lived-in volume and grip & Airy Texture Spray to create textured hair with laid-back, pliable volume.  

    PRODUCTS 

  • PURE FORMULAS

    All our products are formulated with the purest essence of their key ingredients. Find out how and why they were selected. 

    COMMUNITY 

  • BEING PERFECTLY IMPERFECT

    Being authentic means embracing imperfections, says Hester Wernert-Rijn. The dutch hairdresser on how authentic beauty evolved in recent years. 

    COMMUNITY 

  • MINIMALISM FOR A CALM AND SIMPLE LIFE

    We live in an over-stimulated, over-complicated, cluttered world. It’s no surprise, then, that Mari Kondo’s best-selling book, The Life-Changing Magic of Tidying, sent ripples worldwide and started a movement that just keeps gaining momentum. 

    COMMUNITY 

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