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Welcome To The Authentic Beauty Concept


From over-engineered formulas... to carefully selected, pure ingredients.

From over-glamourised hairdos... to real, authentic hairstyles.

From perfectly retouched beauty imagery and distant corporate communicaton... to visuals that are real, and an honest, direct discussion.

From a fast paced life... to taking time to disconnect

Today’s generation is part of a wider philosophy, demonstrating a desire for truth and authenticity.

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Our Belief

Pure Formulas

We believe that what you leave out is as important as what you put in. Our care and styling formulas are vegan, created with a “free-from” philosophy. These are products with integrity. Pure, natural, simple, pleasant, carefully selected.

No-Filter Attitude

Authentic Beauty Concept was created as a movement with hairdressers and artisans sharing the same values that build on today’s beliefs and individual experiences – a unique community embracing a new attitude towards authentic beauty.

Authentic Hair

The hair of today follows a new language, celebrating the loose textures of true beauty. It’s what you don’t see that makes the difference. Effortless in every way – perfectly imperfect, touchable hair.

Mindful Experience

Authentic Beauty Concept allows the hairdresser to create a different, premium in-salon environment that blocks out the noise of the busy world around, creating a memorable moment.

Meet Our Local Advocates Gary Rom from Gary Rom Hairdressing and Marios from Marios Hair Company

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, free from silicones, sulphates and parabens.

We Believe

In the honest artisan, building on empathy, experience and skills.

Be part of the Authentic Beauty Movement.

Q: What does authenticity mean to you?

A: To be original and true to one’s individuality. It’s about celebrating our uniqueness and highlighting what makes us different as individuals.

Q: What does authentic beauty mean to you?

A: It’s something so special, as it makes you stand out from the rest. There is nothing more beautiful than the raw and unedited you. We should celebrate and embrace it more.

Q: What is your favourite Authentic Beauty Concept product?

A: The Styling Mousse as it gives perfect volume for a beautiful blow dry. It’s also perfect for more curly hair as you can use it as a leave in to dry naturally. Products are not sticky and do not leave any residue.

Kenny Jules Morifi-Winslow - Authentic Local Girl Crush

Q: What does authenticity mean to you?

A: Authenticity for me is about living free from judgement of others. It’s about a surety of self that makes expressing who you are a joy.

Q: What does authentic beauty mean to you?

Authentic beauty means celebrating your most natural self uncompromisingly.

Q: What is your favourite Authentic Beauty Concept product?

A: The Hydrate lotion and spray.

* All formulas are vegan, except Gritty Wax Paste & Shaping Cream, which contain Beeswax, and Amplify Mousse, which contains Chitosan. We aim to be vegan in these three formulas by the end of 2019.

** sulfate surfactants

Contact Details:

Tel: 011 617 2400

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