Being honest is more important to us than being perfect, and we strive to do better every day. When we launched Authentic Beauty Concept, sustainability was a topic close to our hearts.
SUSTAINABILITY
Authenticity, honesty and transparency are part of our core DNA.
We are committed to contributing to a circular economy and being mindful of our footprint, continuously working on our packaging, ingredients and social impact – because we truly care about our beautiful planet. As sustainability keeps evolving, so are we, by challenging ourselves and finding new ways to improve step by step.
We are taking Authentic Beauty Concept on a journey to further strengthen our sustainability offering, explore opportunities and make powerful changes.
Will you join us?
As a brand, we believe that we can all make a difference, even with small actions. When we put all of those individual efforts together, and come together as a community, we can create real change and make bigger steps in the right direction.
Understanding that there is 'no planet B', we are continuously evaluating business areas such as production, packaging, transportation and consumption to reshape the impact this has on our planet*, with a commitment to achieve Net-Zero by 2045. As part of this journey, in 2023 we successfully met our CO₂ reduction target of 65% per ton of product and we’re excited to now be at 70%.
*Consumer-use emissions are not part of our net-zero target, but continue to be included in our emission inventory.
Together, our formula compositions with plant-based ingredients deliver no-compromise results. All of our current vegan products are registered with the Vegan Society™ and we proudly do not test our products on animals and will continue to stand behind our brand's commitment to provide performance-driven vegan hair care & styling formulas.
It’s not just about what’s on the inside. We’re also focused on ensuring the packaging and materials for Authentic Beauty Concept are as sustainable as possible without compromising on a premium appearance.
If you never leave the house without your favourite reusable coffee cup and tote bag, congratulations – you’re already part of the refillution!
As a brand, we believe that we can all make a difference, even with small actions. When we put all of those individual efforts together, and come together as a community, we can effect real change – and make bigger steps in the right direction.
Because we believe change should start within our #AuthenticBeautyMovement community, we are collaborating with our partner salons on sustainable salon practices.
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.