LONDON FASHION WEEK: Adam Garland Using Authentic Beauty Concept at Osman SS20

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Osman Yousefzada debuted his effortlessly sophisticated Osman Studios Spring/Summer 2020 Collection at London Fashion Week.  Renowned hairstylist, Adam Garland led the hair team with the support of new vegan, ethical salon professional range Authentic Beauty Concept. The show exhibited enlarged sleeves, pops of colour and florals, paired with understated, natural locks.

When styling hair for the show, Adam Garland proved less is more, working with each of the models’ natural textures. Adam emphasized the importance of embracing the idea of  ‘the girl who always gets stopped and asked what she does with her hair and the answer is always, “nothing”’.

The hair was prepped using Authentic Beauty Concept’s Flawless Primer, a fluid prep mist that creates a perfect base by aiding control of the hair whilst lightly conditioning, enhancing smoothness.

Whilst working this through the hair using their fingers, Adam and the hair team stretched some girls’ curls to create a more subtle wave. Others, they waved the hair by twisting around the fingers, and applied subtle heat to set.

“We used my hero product, Glow Touch. This product allows me to build up separation and detail unlike any serum or oils out there. Glow Touch can be layered again and again, and the result only gets better, subtle separation, a hint of condition and shine where necessary.” – Adam Garland

Authentic Beauty Concept’s Glow Touch mist provides a natural shiny finish for smooth and soft feeling hair, helping enhance the models natural locks on the runway.


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