Authentic Beauty Concept is a new plant-based hair care brand that ethically makes products without parabens and sulfites. The brand offers hair products like cleansers and masks with different formulas to support hydration, replenishment or a glow.
Notably, Authentic Beauty Concept is a new brand from German conglomerate Henkel. Ordinarily, Henkel employees work on broad categories like hair care and shampoo rather than specific brands but Authentic Beauty Concept has its own startup-style team. “In order to create a brand that truly fits the way the market is moving, which is toward wellness, mindfulness, sustainability, veganism and cruelty-free, Henkel took the approach of building a brand from scratch,” says Matt Lowenthal, Authentic Beauty Concept VP of marketing.
Image Credit: Authentic Beauty Concept