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Last updated: September 24, 2020

Introducing Authentic Beauty Concept, A New Vegan Haircare Brand

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Authentic Beauty Concept is a comprehensive vegan, clean and cruelty-free haircare brand making its U.S. debut online exclusively with Ulta Beauty and SalonCentric.
Featuring three collections—Hydrate, Glow and Replenish—each one is formulated to work holistically and consists of a cleanser, conditioner and mask for various hair types. Authentic Beauty Concept’s product range also includes stylers:
  • Hydrate: Designed for dry and curly hair types, this collection moisturizes and helps the hair appear supple and smooth. Featuring antioxidant-rich mango and purifying basil, the combination of the two extracts helps to regenerate and revitalize the hair. 


  • Glow: Formulated for color-treated hair, Glow features cinnamon and date extract known for their conditioning and firming properties. Rich in proteins, vitamins and acids, the collection enhances color-treated hair and tones to promote vibrancy. 


  • Replenish: Perfect for damaged hair, this range is formulated with maple and pecan nut extracts known for their nourishing, soothing, antioxidant, moisturizing and inflammatory properties to effectively treat damaged and fragile hair. It also features hydrolyzed soy protein to help smooth the hair structure. 


  • Stylers: The styling products include Dry Shampoo, Amplify Mousse, Blow-Dry Primer and Shaping Cream and are formulated with ingredients like coconut oil, jojoba oil and biodegradable rice starch to provide long-lasting performance and pliable texture. 



Each product has a high-performance vegan formula that is registered with the Vegan Society and is free from microplastics, mineral oil, parabens, silicone and artificial colorants. To promote sustainability, Authentic Beauty Concept sources ingredients with a transparent value chain and works with free-trade initiatives for hero ingredients such as Guar Extract and Violet Rice Extract.
Celebrity stylist Mara Roszak (@mararoszak) has recently partnered with Authentic Beauty Concept as one of the first Authentic Advocate Brand Ambassadors. In this new role, Mara will partner with the brand to champion key values in pure formulations, un-retouched photos and real, unapologetic women to spark a conversation with consumers and build awareness around the fact they don’t have to choose between safe, vegan products and luxurious, effective ones.


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