Nowadays 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.
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.
Whilst recycling remains an important factor within sustainability, 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.
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.
“Having the Authentic Beauty Concept refill bar installed into the salon was a no brainer,” comments Jospeh. “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.”
Online and Digital
For more inspiration and insights, join and connect with the Authentic Beauty Concept community online via @authenticbeautyconceptuk on Instagram, Facebook and YouTube and the #authenticbeautymovement hashtag.
To explore the full product range and learn more about the brand CLICK HERE
* 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™