AUTHENTIC BEAUTY CONCEPT

AUTHENTIC BEAUTY CONCEPT – a holistic vegan premium care & styling brand, co-created with a unique hairdresser collective. It is about purity and simplicity, being natural and crafted. Our values we noted down in our brand manifesto with 4 main beliefs:

1) Pure formulas: nature meets science

- Vegan formulas with carefully selected ingredients, free-from sulfate, silicone, parabens, mineral oil and artificial colorant

- With purified ingredients powered by ultrasound decomposition and steam distillation – this is a very gentle way of extracting natural ingredients, whilst preserving their benefits

2) No-filter attitude: The mindset behind the #authenticbeautymovement is ‘be yourself’. It is about being real, direct and open. Honesty is attractive. Individuality and character are what gives us beauty, no fake, no-filter. / With ABC you join a unique curated community who believe in a natural no-filter attitude and beauty

3) Authentic hair: The hair of today follows a new language, it’s about enhancing the natural beauty that is already there, celebrating true individual beauty, not forcing hair into a specific shape. Effortless in every way, perfectly (im)perfect loose textures. It’s what you don’t see that makes the difference. Care products create the canvas for beautiful hair with substance to it, and styling products with a ‘no styling’ approach invisibly enhance authentic hair.

4) Mindful experience: A mindful moment is about connecting inner and outer beauty through real experiences. It is about looking within to reconnect with yourself. When you’re present in the now, that’s when you rebalance your mind and soul: bringing out your inner beauty to truly express yourself.