It’s all about curl-loving these days! Authentic Beauty Concept expands the hydrate range with three new curly-hair products co-created with Evan Joseph, influential curl expert and salon owner. These new hero products are designed to enhance natural hair textures, from soft waves to tight curls. Authentic Beauty Concept says the products are ideal for clients who have neglected their curls or experienced damage from heat styling or chemical processes. Help them get their texture back on track.
More details
The best part of this new launch? Your clients can mix and match these versatile products with the whole Authentic Beauty Concept range, to achieve targeted results. Ingredients help to seal the hair shaft for smoother and frizz-free results. Authentic Beauty Concept promises greater definition with zero crunch, plus anti-porosity for a weightless finish. Sounds too good to be true!
Matt Surplice
Matt Surplice, curl expert and salon owner, says: âThe curl range by Authentic Beauty Concept is making premium haircare more inclusive, ensuring professionals have incredible products for every hair type. This new range is rich in moisture for ultimate curl definition without being oily or heavy. It works throughout the curl spectrum from waves to tight coils, which is exactly what the range needed. The current portfolio has always worked well on natural curls, but this has added that element of sealing the moisture in to give those curls extra longevity.â
Curl-loving ingredients
Authentic Beauty Concept formulated all three products with sustainably sourced murumuru “butter” and linseed oil, to nourish and strengthen hair. Murumuru “butter”, a natural emollient, is renowned for its moisturising properties and offers natural protection from sun damage, heat and other harmful compounds. Linseed oil is rich in omega-3 fatty acids, which help enhance the hairâs moisture content while strengthening. This powerful ingredient is also a rich source of vitamin E, B1, B2, B6, and biotin, which together help enhance the hairâs elasticity.
Every curl is different â and so are your clients. Help them embrace their authentic texture, with a ritual that suits them and their style.
Breakdown of new products:
Authentic Beauty Concept Hydrate Intense Treatment
This treatment mask deeply moisturises and increases manageability, while enhancing shine. Suitable for all hair textures, as well as coloured hair, curls are defined, and frizz is reduced.
Authentic Beauty Concept Hydrate Curl Enhancer
A deeply-hydrating leave-in gel with a lightweight formula to define curls â without crunch! Also offers medium hold for curls and coils. The jelly consistency is easy to apply, protecting hair from humidity, reducing frizz and enhancing shine.
Authentic Beauty Concept Hydrate Smoothing Serum
Lightweight and deeply hydrating, this water-based serum reduces frizz and smooths hair surface. For beautiful curl definition without heaviness, this serum leaves hair silky-soft.
Online and digital
To learn more about the new textured hair heroes and all product lines, as well as the brands commitment to sustainability, click here
You can also join and connect with the Authentic Beauty Concept online community online via @AuthenticBeautyConceptUK on Instagram, Facebook and YouTube and the #authenticbeautymovement hashtag.
For more news from Henkel click here
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