It’s not just about what’s on the inside. We’re also focused on ensuring the packaging and materials for Authentic Beauty Concept are as sustainable as possible without compromising on a premium appearance.Â
Being honest is more important to us than being perfect, and we strive to do better every day. When we launched Authentic Beauty Concept, sustainability was a topic close to our hearts.
As a brand, we believe that we can all make a difference, even with small actions. When we put all of those individual efforts together, and come together as a community, we can effect real change – and make bigger steps in the right direction.Â
If you never leave the house without your favourite reusable coffee cup and tote bag, congratulations – you’re already part of the refillution!Â
We wanted to include sustainable elements in our offer; a belief which meant not taking the easy, established route but rather developing products with true integrity.Â
Because we believe change should start within our #authenticbeautymovement community, we are collaborating with our partner salons on sustainable salon practices.Â
When it comes to sustainability, we believe that less is more. It’s why we believe in the power of a professional blow-dry.Â