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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. 

First of all, we searched traditional uses of botanical ingredients and sought out knowledge on natural beauty products from all over the world, established the effectiveness and suitability of each ingredient and nominated ideal pairings to meet specific hair needs. Once the plant ingredients for a product range were selected, we integrated them into effective formulas for Authentic Beauty Concept products. In order to extract their essence, the plant ingredients in their raw form are surrounded with ultrasound waves to gently press them into concentrates. This method extracts ingredients efficiently while preserving their benefits. The concentrates are then distilled using steam to extract the true essence of the ingredients, similar to the process of gently extracting the essence of a scent for an eau de parfum. This eco-sound® process has several advantages. The cold, soft extraction is low-energy, its by-products can be upcycled, but most importantly, heat sensitive molecules are preserved.

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.