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We believe in pure ingredients and vegan formulas

To enhance your natural beauty we choose pure ingredients from carefully selected origins. Our products are free from silicones, sulfates surfactants, parabens, mineral oil and artifical colorant, instead utilizing powerful vegan ingredients. Carefully selected and combined, what we leave out is just as important as what we put in.

We Believe In Authentic Beauty

It’s our shared belief,
it’s what binds and drives us.
It begins the very moment
you decide to be yourself.

WE BELIEVE
authentic beauty is natural and simple.
It doesn’t need sophisticated
photo filters, it grows with character.

WE BELIEVE
in pure ingredients from carefully
selected origins and
vegan formulas, free from
sulfates and silicones.

WE BELIEVE
in the honest artisan, building
on empathy, experience and skills.
Be part of the
#authenticbeautymovement.

  • Vegan Blow-dry

    When it comes to sustainability, we believe that less is more. That’s why we believe in the power of a professional blow-dry – with the great, lasting results they provide, your hair will look better for longer, and you can spend less time washing and styling it. 

    VEGAN BLOW-DRY 

  • Pure Formulas

    All our products are formulated with the purest essence of their key ingredients. Find out how and why they were selected. 

    PRODUCT 

  • EMBRACE STYLING

    When we decided that we wanted to create a high-performance styling range, pure as well as effective, the topic of nature meets science immediately took over the conversation. 

    PRODUCTS 

  • Being Perfectly Imperfect

    Being authentic means embracing imperfections, says Hester Wernert-Rijn. The dutch hairdresser on how authentic beauty evolved in recent years. 

    COMMUNITY 

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#Authentic­Beauty­Movement