Aurore Caboche Henkel

Conscious consumerism is no longer just a trend; it’s really getting serious. Consumers are increasingly taking measures to reduce their impact on the environment – with more ethical and transparent purchases. This includes the brands they choose to buy from. With integrity in mind, AUTHENTIC BEAUTY CONCEPT chooses carefully selected vegan formulas, free from silicones, parabens, artificial colourants and mineral oils – merging the best of nature and science for pure formulas without comprising on performance. But it’s not just what’s on the inside that counts; the ethical brand has included sustainable elements in the salon offering since day one and it’s now proud to present a further big step towards change encouraging the community to #doyourbit for the environment: the Refill Bar.

The idea

Taking the same notion as the ‘reusable coffee cup’, why not establish a similar routine in hair salons, encouraging a circular economy? This is the idea behind this new and unique project and we’re so keen! The new AUTHENTIC BEAUTY CONCEPT Refill Bar prolongs the life of a once “single-use” plastic bottle, cutting customer plastic consumption. Sounds really cool!

How does it work?

First the Stylist will provide a personal, professional consultation on the client’s hair routine and concerns to recommend the right AUTHENTIC BEAUTY CONCEPT product(s). As a second step, the Stylist will fill a bottle made from 92% recycled plastic with the respective product(s) by using the Refill Bar. Each bottle is finally labelled with an 85% bio-based PE label, a renewable alternative to polyethylene. Once they have used it all up, the bottle does not go into the bin, or even the recycling – instead, it’s brought back to the salon to be refilled and the cycle starts again.

Who’s loving it? 

Here in the UK, AUTHENTIC BEAUTY CONCEPT Brand Ambassadors, Joseph Ferraro and Dan Mewies, have been some of the first to have the AUTHENTIC BEAUTY CONCEPT refill bar installed into their salons, alongside Brooke Evans from BE Ironbridge.

Joseph Ferraro said “Having the AUTHENTIC BEAUTY CONCEPT refill bar installed into the salon was a no brainer. As a salon, we are always looking at ways to make our working day more sustainable and environmentally friendly; this is why I began working with AUTHENTIC BEAUTY CONCEPT as I really appreciate their values. The refill bar is a great addition and enables us to encourage our clients to refill their bottles rather than discarding them, it also helps us to promote the key sustainable messaging of AUTHENTIC BEAUTY CONCEPT in general.”

Joseph Ferraro

Dan Mewies added “As a salon promoting a healthy and mindful lifestyle, the AUTHENTIC BEAUTY CONCEPT refill bar fits perfectly with Mewies & Co’s values. We already use biodegradable towels, eco-shower heads and encourage free hand colouring but the refill bar is a visible marker in demonstrating our commitment to becoming a more environmentally friendly salon.  Since installing the refill bar it’s become a hot topic of conversation. Clients feel like they’re doing their bit and we’ve picked up new customers in the area who have heard about it. We’re in a great position to make a big difference, not just in terms of changing our own habits but as a trusted source of information we can also affect our client’s behaviour. Refilling our bottles is another step in moving to a more sustainable future.

Dan Mewies

Brooke Evans concluded “Even at the planning stages of opening BE Ironbridge, being a sustainable salon that is kinder on the environment was our key priority. It was so important for us to find a product range that matched our ethos and AUTHENTIC BEAUTY CONCEPT does exactly that. Being the third salon in the UK to have their new refill bar is something we are incredibly proud of. The new refill bar has quickly become a talking point within the salon and it’s amazing the be able to have the correct tools and support to encourage our clients to be more sustainable and to reuse and refill where they can.”

Brooke Evans



Refill Bottles


For more news from Henkel, click HERE.


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