AUTHENTIC BEAUTY CONCEPT
PRODUCTS WITH INTEGRITY
Thoughtful hair care products are a combination of cutting-edge science, carefully chosen ingredients and a journey of constant discovery. Find out how these elements found their way into Authentic Beauty Concept’s highly effective formulas.
From almost the dawn of time, man has been in pursuit of healthy hair. Cultures around the world have long used plant power to achieve glossy tresses, applying everything from nut and seed oils to fruit pulp and crushed herbs to their locks. With time, as our understanding of science and technology improved, we have found increasingly sophisticated methods to harness that power. Likewise, ingredients have evolved from rudimentary combinations to specialised formulas. Authentic Beauty Concept products are formulated with a special combination of purified natural extracts. For example, the Hydrate product range for dry hair contains mango fruit extract and basil leaf extract. Mango is known to be rich in anti-oxidants, vitamins and minerals, basil is known to have anti-inflammatory properties. Read on to discover how these ingredients have been specially extracted, purified and preserved thanks to advanced science.
Picture a mango. You don’t want all the fruit sugar, the stringy plant fibres or even an excess of water in your hair products. One way of getting the active ingredients out of the mango is by brute force, crushing the fruit, but also potentially loosing valuable molecules in the process. Another option is boiling the pulp until it is reduced to a thick puree, which would destroy heat sensitive components. What if you could shake the entire fruit so gently that every single plant membrane disintegrates and releases its contents? That’s what eco-sound® technology does with mango fruit extract and basil leaf extract - or Mangifera Indica and Ocimum Basilicum, the names you will find on the ingredients list. These can be found in the Hydrate range of Authentic Beauty Concept, which moisturises and pampers normal to dry hair.
Authentic Beauty Concept uses carefully and purposefully selected ingredients. We believe what we leave out is as important as what we put in. We made the conscious choice to remain free from silicones, sulfates*, parabens, mineral oil or artificial colorants. We managed to be vegan in 28 out of 31 formulas and we are still working on the final three to become fully vegan. We want to produce products with integrity. For example, since 2017 we support the Sustainable Guar Initiative – a programme that enhances the livelihoods of thousands of small holder guar bean farmers in India with a transparent value chain. In our products, Guar** is used as a caring ingredient, improving combability and hair feel.
Find out more about the other ingredients that make each range so special.
All Hair Types
A further example of our carefully selected ingredients is found in the Deep Cleansing Shampoo for all hair types. The formula with fair trade violet rice extract, ethically sourced in South-East Asia, helps to absorb grease and impurities from the hair and scalp.
* sulfate surfactants
** Guar Hydrxypropyltrimonium Chloride