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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
#MYBELIEF
WE BELIEVE IN AUTHENTIC BEAUTY

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.

  • 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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    VEGAN BLOW-DRY 

  • VIRTUAL EDUCATION SEMINARS

    Join the #authenticbeautymovement with our virtual seminars. Register now for our upcoming education! 
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    EDUCATION 

  • 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 
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