Authentic Beauty Concept were in the spotlight at London Fashion Week SS26, teaming up with Roksanda, Erdem and Susan Fang to create hair that was every bit as show-stopping as the clothes. Led by the brilliant Anna Cofone, the looks ranged from sleek sculptural shine at Roksanda, to dreamy, distorted waves at Erdem, and futuristic, nature-inspired textures for Susan Fang.
Roksanda
At the Roksanda SS26 show, where the brand celebrated its 20th anniversary year, hair was elevated into an art form, a gleaming liquid frame for the designer’s bold, sculptural clothes.
Drawing inspiration from modernist sculptor Barbara Hepworth, Roksanda’s collection celebrated curves, abstract shapes and dynamic lines – mirrored perfectly in the sculptural hair crafted backstage. Cue slicked back-buns, glossy lengths and sculpted pixie partings that shined under the lights.
Anna Cofone, Global Creative Advocate for Authentic Beauty Concept explains the hair inspiration for the show: “We wanted the hair to reflect Roksanda’s exploration of form – high gloss shapes with curves and graphic lines that felt both modern and timeless. Using Authentic Beauty Concept’s Cosmic Blow-Dry Jelly we created looks that were fluid yet structured, enhancing the strength of the collection while staying true to Authentic Beauty Concept’s ethos of mindful beauty.”
Hero products: Authentic Beauty Concept Hydrate Spray Conditioner • Authentic Beauty Concept Glow Spray Serum • Authentic Beauty Concept Cosmic Blow-Dry Jelly • Authentic Beauty Concept Working Hairspray
Erdem
For the Erdem SS26 show, hair echoed the collection’s dreamlike world with the support of premium vegan haircare brand, Authentic Beauty Concept.
Inspired by the artist Helena Smith and with references to the film Picnic at Hanging Rock, the hair looks embodied girls caught in fleeting moments – hair tousled and lived-in, with abstract waves and kinks as if she had picnicked and partied for days on end. The result was undone elegance: textured, live-in waves with surreal distortions – a perfect echo of Erdem’s romantic yet otherworldly SS26 narrative.
Anna Cofone: “The hair for Erdem was about capturing imperfection in the most beautiful way – irregular textures, soft distortions and undone details that feel authentic, lived-in, and effortlessly chic. It’s the poetry of real life woven into high fashion. For each model we elevated their textures and pushed movement into the hair using Nymph Salt Spray through the roots, Flawless Primer through mid-lengths and ends and enhanced the texture with Pliable Paste.”
Hero products: Authentic Beauty Concept Nymph Salt Spray • Authentic Beauty Concept Flawless Primer • Authentic Beauty Concept Airy Texture Spray • Authentic Beauty Concept Pliable Paste
Susan Fang
For the Susan Fang SS26 show, hair looks were inspired by the designer’s exploration of the symbiotic relationship between nature and human innovation and crafted using premium vegan haircare brand, Authentic Beauty Concept.
Hair was designed with a duality of organic and sculptural elements: real textures layered with directional forms, deep side partings sweeping across the face, and floating loops adding lightness and dimension. Set in the year 5202, the show imagined a world carried forward thousands of years into the future – the models’ hair intentionally messy and textured, as if altered by the distortions of time travel.
Anna Cofone: “The inspiration came from the idea of harmony – the natural world meeting human design. We wanted to keep the textures authentic while shaping the hair into directional, almost sculptural forms that felt weightless, as if they were suspended in air. The result was hair that celebrated Susan Fang’s vision: a poetic balance of nature and innovation, with textures that felt real and lived-in, contrasted by sculptural shapes that floated with lightness and modernity.”
Hero products: Authentic Beauty Concept Hydrate Spray Conditioner • Authentic Beauty Concept Nymph Salt Spray • Authentic Beauty Concept Flawless Primer • Authentic Beauty Concept Glow Spray Serum • Authentic Beauty Concept Airy Texture Spray • Authentic Beauty Concept Nude Powder Spray • Authentic Beauty Concept Hand & Hair Light Cream • Authentic Beauty Concept Pliable Paste
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