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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.

Replenish Your Hair

With improved repair performance and new nutrient-rich formulas.
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"I’ve been using the Glow line and I absolutely love it. Your hair is just shining like a diamond."

Explore cosmic styles

From effortless blow-dries to sleek wet-looks.
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We believe in pure ingredients and vegan formulas

To enhance your natural beauty we choose pure ingredients from carefully selected origins. Our products are free from silicones, sulfates surfactants, parabens, mineral oil and artifical colorant, instead utilizing powerful vegan ingredients. Carefully selected and combined, what we leave out is just as important as what we put in.

  • Embrace Your Individual Hair Texture

    Every curl is different – and so are you! Which is why, together with curl expert Evan Joseph and our #AuthenticBeautyMovement community, we have co-created a new range of Hydrate products for textured hair. It's time for you and your clients to embrace authentic texture, enhancing waves, curls, coils, and everything in-between! 
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    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. 
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    SUSTAINABILITY VEGAN BLOW-DRY 

  • PURE FORMULAS

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

  • Being Perfectly Imperfect

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

Authentic Beauty Concept was inspired by artisans and hairdressers who share the same values. Become a part of our movement! #AuthenticBeautyMovement
#Authentic­Beauty­Movement
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