New Product Spotlight: Authentic Beauty Concept

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Whether you’re eco-minded or not, the fact is that consumers are becoming much more concerned about their eco-footprint, and they want to know they’re spending on something that isn’t compromising the environment. Demand for vegan products is high, and recent research from Mintel showed that vegan claims trebled in haircare between 2014-18 in the UK, rising from 6% of all launches in 2014 to a massive one in five (20%) in 2018.

We love this new vegan, ethical hair range from Henkel which has been years in the making and ticks all the boxes from quality and performance to fragrance and green credentials. Free from silicones, sulphate surfactants and parabens, the range was inspired by hairdressers and artisans.

The brand’s innovative methods include surrounding plant ingredients with ultrasound waves to crush them into concentrates – the gentlest way to preserve their benefits – and the concentrates are then distilled using steam to extract the true essence of the ingredients in an environmentally friendly way. Ingredients are sourced ethically including through the Sustainable Guar Initiative (empowering women with training and nutrition.)

Authentic Beauty Concept represents a move from over-engineered formulas to carefully selected, pure ingredients; from over-glamorised hair dos to real authentic hairstyles. With each range underpinned by an individual fragrance story and consumers compelled to buy after smelling a product (we all know they do it!) we predict that it’ll fly off the salon shelves…


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