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

#MYBELIEF

THE NEW PATH TO AUTHENTIC HAIR

WE BELIEVE IN AUTHENTIC BEAUTY

It’s our shared belief,
it’s what binds and drives us.
It begins the very moment
you decide to be yourself.

WE BELIEVE
authentic beauty is natural and simple.
It doesn’t need sophisticated
photo filters, it grows with character.

WE BELIEVE
in pure ingredients from carefully
selected origins and
vegan formulas, free from
sulfates and silicones.

WE BELIEVE
in the honest artisan, building
on empathy, experience and skills.
Be part of the
#authenticbeautymovement.

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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PRODUCT
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
TIPS FROM AROUND THE WORLD

In search of authentic hair and beauty looks from all over the world. Find out what makes a woman beautiful in different countries.

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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.

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COMMUNITY

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ABOUT

What is Authentic Beauty Concept?

WE BELIEVE IN AUTHENTIC BEAUTY

WE BELIEVE IN AUTHENTIC BEAUTY

PURE FORMULAS

BEING PERFECTLY IMPERFECT

TIPS FROM AROUND THE WORLD

MINIMALISM FOR A CALM AND SIMPLE LIFE