AUTHENTIC BEAUTY CONCEPT Offers the 1st In-Salon, Vegan Refill Bar
Conscious consumerism is no longer just a trend; 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, as they actively seek out companies that strive to do better for the planet and environment; businesses that support them on their path.
As a brand with integrity AUTHENTIC BEAUTY CONCEPT chooses carefully-selected vegan formulas* free from silicones, sulfates, parabens, artificial colourants and mineral oils - merging the best of nature and science for pure formulas without comprising on performance.
"Being honest is more important to us than being perfect, and we strive to do better every day."
-AUTHENTIC BEAUTY CONCEPT
However, it's not just what's on the inside that counts; AUTHENTIC BEAUTY CONCEPT 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.
AUTHENTIC BEAUTY CONCEPT Refill Bar
Whilst recycling remains an important factor within sustainability as a whole, refill and reusable systems are further changing things for the better. Taking the same notion as the 'reusable coffee cup', why not establish a similar routine in hair salons, encouraging a circular economy? The new AUTHENTIC BEAUTY CONCEPT Refill Bar prolongs the life of a once “single-use” plastic bottle, cutting customer plastic consumption.
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.
“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”
-AUTHENTIC BEAUTY CONCEPT
AUTHENTIC BEAUTY CONCEPT Sustainability path
In 2019, AUTHENTIC BEAUTY CONCEPT paved the way forward as a brand with purpose, not always taking the easy established route to fulfil their sustainable vision:
- All bottles, jars and cans are recyclable
- Carefully-selected ingredients with free from vegan* formulas
- Supporting the Sustainable Guar initiative (since 2017)
- Ethical souring of Fairtrade violet rice extract
- Products registered by the Vegan Society™
- Shopping bags made of recycled paper with our salon materials printed on vegan, biodegradable, FSC-certified paper with mineral-oil free inks
- 100% Fairtrade, organic cotton in-salon towels
During 2020 AUTHENTIC BEAUTY CONCEPT have also:
- Launched their first sustainable in-salon Refill Bar, with 92% recycled plastic bottles and 85% bio-based PE labels
- Started to rework all bottles & Over-The-Counter as well as Backwash jars out of 86% Post-Consumer Recycled Plastic, hitting the market as of 2021
- Produced a carefully crafted seminar, designed to give hairdressers a wider awareness and understanding of sustainability
- Started a journey together with Hairdressers Without Borders (for 3+ years)
- Launched a gift box campaign which supports 1% for the Planet – a global movement inspiring businesses and individuals to support environmental organisations
* All formulas are vegan, except Gritty Wax Paste & Shaping Cream containing Beeswax and Amplify Mousse containing Chitosan. We aim to be vegan also in these three formulas still in 2020. All vegan products are registered by the Vegan Society™
But it doesn't stop there, AUTHENTIC BEAUTY CONCEPT is on a journey with a concrete plan to further strengthen their sustainability offer as they continue exploring more opportunities to evolve and make powerful changes.
AUTHENTIC BEAUTY CONCEPT Online and Digital
For more inspiration and insights, join and connect with the AUTHENTIC BEAUTY CONCEPT community online via @authenticbeautyconcept.gcc on Instagram.
