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.
ENERGY & CLIMATE
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 commitments to: reduce CO2 emissions by 65% per ton of product by 2025, reduce our CO2 emissions by 75% and source 100% of our electricity from renewable energy sources by 2030, become climate-positive by 2040.
*On company level and only our own operations, not including contract manufacturers.
We wanted to include sustainable elements in our offer; a belief which meant not taking the easy, established route but rather developing products with true integrity.
CAREFULLY
SELECTED INGREDIENTS
MINDFUL PACKAGING
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!
PRODUCTS
SUSTAINABILITY
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.
SUSTAINABLE
SALON PRACTICES
SUSTAINABILITY 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.