SUSTAINABILITY
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.
2019
We started our journey in 2019, with bottles and jars that were fully recyclable and reusable*. This was the first step, but we didn’t want to stop there.
In 2022, we switched our bottles and jars to 80% post-consumer (PCR) plastic**. This is plastic made from waste that consumers dispose of because it has fulfilled its intended purpose or can no longer be used.
2022
NOW
Now, as of May 2025, we've further increased the amount of PCR plastic used in our bottles and jars to up to 87% while also ensuring our mini jars are fully recyclable.
*Except Mini Jars
**Except Mini Jars and Hydrate Intense Treatment
Reusing such single-use plastics is a sustainable solution and drives a circular economy. While we’re delighted to be using PCR to produce our premium packaging, we will introduce it via slip in—which means using up our current stock to avoid waste and switching to PCR packaging for all future productions.
Our bottles, jars and cans are recyclable, and they’re reusable too; we've already seen some #AuthenticBeautyMovement salons upcycle containers to create decorative plant pots!
All of our Folding Boxes are designed for easy recycling. We also proudly use 100% recycled materials for the Folding Boxes of our Indulging Fluid Oil, Masks, Beyond Hair products and Textured Hair products, giving new life to both industrial and consumer waste.
Aluminium is a standout material in sustainable packaging—infinitely recyclable with no loss in quality. With a 75% recycling rate across Europe, it supports a true circular economy through a closed-loop system that transforms used aluminium back into high-quality packaging. We use aluminium for the bottles of our Dry Shampoo, Working Hairspray, Strong Hold Hairspray, Airy Texture Spray and Amplify Mousse—combining sustainability with performance.