Love is in the hair

These beauties hydrate the hair

Don’t be fooled by this new hair brand’s minimalistic, pastel, almost humble aesthetic: Authentic Beauty Concept is a bold statement! It doesn’t need flashy graphics, funky formulas or photoshopped perfection to present such. The strength lies in reduction – and results. Hair care and styling products are based on natural ingredients while being silicone, parabene and sulfate free and vegan. Although products are made to be used by pros (and there sold in salons), there’s an easy aura surround each product, making it approachable for everyone (and those bottle beautify private baths, too).

The complete styling team
The Amplify range

The line features classic care products like shampoo and masks plus specialties like essences (finally for hair) and styling buddies including dry shampoo and finishing sprays. Separated into Glow, caring for colored hair, Amplify for fine hair, Hydrate for dry, Replenish for damaged manes and some allrounders there’s match for every mane, a unique mix to create.
And that’s Authentic Beauty Concept’s core: Highlighting individuality and celebrating individual character.
Special salon rituals (scent, sound and sensation included) underline this vision – in a bold, yet subtle style, typical for this label.

[Editor]
Laura Dunkelmann
[Photo]
PR
Mai 6, 2019
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