Authentic Beauty Concept: A New Way to Think About Haircare
In today’s world, how we care for ourselves is just as important as how we care for the planet. That’s why, at our salon, we’re proud to use and stock Authentic Beauty Concept—a brand built on honesty, sustainability, and mindful beauty.
If you're someone who wants high-performing hair care without the heavy impact on the environment, it’s worth taking a closer look.
Who Are Authentic Beauty Concept?
Authentic Beauty Concept was born from a simple idea: beauty should be honest, intentional, and kind—to ourselves and the world around us. The brand takes a clean, minimal approach to haircare—leaving out unnecessary ingredients like microplastics, silicones, and sulfates. Instead, they focus on what really matters: sustainably sourced ingredients, transparent production methods, and formulas that actually work.
They're also 100% vegan and proud of it. But it goes deeper than that—it’s about a belief system. One that values quality over quantity, community over competition, and responsibility over excess.
They call it authentic beauty. And it’s a breath of fresh air.
Why We Chose to Work with Them
As someone who travels a lot and sees the beauty of the world up close, I’m constantly reminded of how important it is to protect what we have. Our planet isn’t infinite, and neither are its resources.
Salons, like many industries, can create a surprising amount of waste. From single-use plastic to leftover product and packaging, it all adds up. That’s why we’ve made a conscious effort to partner with brands that care—brands that actively try to reduce their footprint and think about the long game.
Authentic Beauty Concept ticks all those boxes. Their values align with mine, and that’s not something I say lightly. It’s not just about the products—it’s about the mindset behind them.
Our Go-To Products (And Why We Use Them)
I’ve had the chance to explore much of the range, but there are a few Authentic Beauty Concept products we reach for time and time again. These are the ones we use behind the chair, on set, and even at home. Not because they’re trendy—but because they work.
Amplify Mousse – For Weightless Volume and Movement
Best for: Fine, limp, or flat hair needing a boost
Key Ingredients: Coconut Oil and Jojoba Oil
in combination with a cationic polymer support manageability and lasting care effects. Has up to 230 degrees heat protection built in and for all these reasons listen is why I use it on 99.9% of my guests.
Why we use it: This lightweight mousse delivers natural volume and shape—especially at the roots—without that crunchy feel you get from traditional mousses. It’s ideal for adding fullness to fine hair or creating soft hold before a blow-dry. Think airy, touchable lift, not sticky stiffness.
Indulging Fluid Oil – For Nourished, Glossy Ends
Best for: Dry, coarse, frizz-prone, or damaged hair
Key Ingredients: Crambe Abyssinica Seed Oil & Avocado Oil
These oils mimic the lipids naturally found in healthy hair, sealing in moisture and smoothing split ends. Protects against blow dry heat.
Why we use it: It brings dry or tired ends back to life—especially after colour, sun exposure or heat styling. The formula absorbs quickly with no greasy finish. A few drops before or after styling leave the hair glossy, soft, and polished. Great for taming frizz and adding a luxe finish to waves or sleek styles.
Buy ABC Indulging Fluid Oil Here
Glow Cleanser (Shampoo) – For Radiant, Colour-Treated Hair
Best for: Dyed, highlighted, or naturally dull hair
Key Ingredients: Date & Cinnamon
Date nourishes and conditions without stripping colour, while cinnamon helps stimulate the scalp and protect against damage.
Why we use it: Gentle enough for regular use but effective enough to keep colour vibrant. This cleanser maintains shine, softness, and richness in coloured hair, helping your tone stay fresh for longer. It’s a must after any colour service or for anyone who wants to protect their hair investment.
Hydrate Conditioner – For Everyday Moisture and Manageability
Best for: Normal to dry, dehydrated, or sun-stressed hair
Key Ingredients: Mango & Basil
Mango adds deep hydration with vitamins A and C, while basil soothes the scalp and promotes healthy hair growth.
Why we use it: A reliable go-to for restoring softness and hydration to thirsty hair. It detangles easily, softens rough textures, and adds bounce without weighing things down. This one works brilliantly for beach-dried ends or city-stressed scalps alike.
Buy ABC Hydrate Conditioner Here
Nude Powder Spray – For Effortless Texture and Subtle Volume
Best for: Fine, flat, freshly-washed, or second-day hair
Key Ingredients: Fair Trade Rice Starch
Rice starch gently absorbs oil while adding grip and lift at the root, without chalky residue.
Why we use it: Think dry shampoo meets styling powder. It gives light volume and a clean texture boost, perfect for when your hair feels too soft or needs a little oomph. It’s a styling essential for building shape or reviving day-two styles in seconds.
Buy ABC Nude Powder Spray Here
Solid Pomade – For Sleek Control with Flexibility
Best for: Short haircuts, polished styles, flyaway control, or baby hairs
Key Ingredients: Shea Butter & Coconut Oil
Shea butter offers nourishment and hold, while coconut oil smooths and adds a natural sheen.
Why we use it: This pomade shapes and defines with a soft, satin finish. It’s amazing for taming hairlines, sculpting cropped cuts, or slicking back ponytails with a refined, not-too-wet look. Holds without the crunch and keeps edges neat all day.
Working Hairspray – For Flexible Hold and Reworkable Style
Best for: All hair types needing long-lasting but touchable hold
Key Ingredients: Botanical Polymers & Vegan Fixatives
These plant-based hold agents keep styles in place while allowing for natural movement and restyling. It also has UVA and UVB protection.
Why we use it: It’s a session stylist’s dream—buildable, flexible, and brushable. You can layer it throughout the day or rework a style without stickiness. Whether it’s a casual wave or a more polished look, it keeps things in place without freezing the hair.
Buy ABC Working Hairspray Here
Gritty Wax – For Texture, Edge, and Hold
Best for: Short to medium styles, piecey looks, or controlled volume
Key Ingredients: Kaolin Clay & Plant-Based Wax Alternative
Kaolin adds grit and fullness, while the vegan wax gives separation and texture without shine.
Why we use it: It adds instant edge to clean hair or redefines grown-out styles with matte hold and shape. Especially good for short cuts or creating that “effortlessly cool” lived-in look. You only need a small amount—it’s all about the finish.
What Makes This Brand Different?
It’s the small things that make the biggest difference:
All packaging is made from recycled or recyclable materials
Ingredients are ethically sourced and made with minimal processing
Their vegan blow-dry menu supports greener salon practices
They're building a community that values connection, honesty, and care
In short, they’ve thought things through—from the inside out.
Final Thoughts
Authentic Beauty Concept isn’t just about looking good. It’s about feeling good about the choices we make—from the products we use to the impact we leave behind.
We’re proud to support this brand in our salon, not just because the products are excellent (they are), but because they represent a future we believe in: one where beauty and responsibility go hand in hand.
If you’re curious, come chat to us in the salon or drop us a message. We’re always happy to share what we’ve learned and help you find the right fit for your hair—and your values.