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Sale!
Amplify Cleanser
Original price was: £28.60.Current price is: £24.00.
Free from sulfate surfactants & parabens
It’s a lightweight cleanser that adds volume & boosts body for fuller hair feel
It boosts body, volume and leaves the hair soft, yet manageable with a fuller hair feel
Amplify Cleanser is also available in a 250ml refill format. Visit our salon finder to find your closest Authentic Beauty Concept Salon with our Refill Bar.
Green tea leaf extract (Camellia Sinensis leaf extract) is well known as an antioxidant. It helps to boost volume inside the Amplify Cleanser.

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NEW Sale!
Amplify Limited Edition Gift Set 2025
Original price was: £60.15.Current price is: £55.00.
Discover the new Authentic Beauty Concept Limited Edition Set for 2025

Premium gift tin box with a vibrant design by WOUF, featuring Amplify Cleanser, Conditioner duo & Scrunchie

The set contains

1x Authentic Beauty Concept Amplify Cleanser 300 ml and

1x Authentic Beauty Concept Amplify Conditioner 250 ml.

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Sale!
Bare Cleanser
Original price was: £28.60.Current price is: £24.00.
Free from sulfate surfactants, silicones & PEG
It’s an unscented transparent cleanser that protect the natural barrier of the scalp
It gently cleanses all hair and scalp types from build – up
It helps to protect the natural barrier of the scalp
The formula with Spirulina Extract helps to moisturize stressed hair and scalp. Allergy-friendly, ECARF certified.

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Sale!
Cool Glow Cleanser
Original price was: £28.60.Current price is: £24.00.
Free from sulfate surfactants & silicones
It’s a nourishing cleanser with violet sweet potato extracts that neutralise unwanted yellow tones
Low sensitising purple pigments neutralise unwanted yellow tones and enhance the hair’s natural highlights for a refreshed, radiant glow.
Sweet Potato Extract is often used as soothing and conditioning agents. Purple sweet potatoes are high in anthocyanins, which are antioxidants known to reduce inflammation. Its extract is violet and often used as natural food colourant.

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Sale!
Deep Cleansing Shampoo
Original price was: £28.60.Current price is: £24.00.
Free from sulfate surfactants, parabens & silicones
It’s a cleanser that gets rid of build up greasiness
It removes impurities and gets rid of build up greasiness

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Sale!
Dry Shampoo
Original price was: £30.80.Current price is: £26.00.
Free from silicones & parabens
It’s a dry shampoo that refreshes & delivers grip
It refreshes styles, delivers grip on freshly washed bases and provides light style control and mouldability
With heat protection up to 230°
Aerosol bodifying powder spray, formulated with natural, biodegradable Rice Starch for moldable texture and style refreshment.

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Sale!
Glow Cleanser
Original price was: £28.60.Current price is: £24.00.
Free from sulfate surfactants, silicones & parabens
It’s a cleanser that preserves the colour
It preserves the colour, moisturises and seals the cuticle
Glow Cleanser is also available in a 250ml refill format. Visit our salon finder to find your closest Authentic Beauty Concept Salon with our Refill Bar.
The efficacy of Cationic Guar improves the ease of combing and helps to leave the hair soft and shiny.

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Sale!
Glow Limited Edition Gift Set
Original price was: £60.15.Current price is: £52.00.
Discover the new Authentic Beauty Concept Gift Set.

Premium gift tin box with a vibrant design by WOUF, featuring Glow Cleanser, Conditioner duo & Scrunchie.

The set contains

1x Authentic Beauty Concept Glow Cleanser 300 ml and

1x Authentic Beauty Concept Glow Conditioner 250 ml.

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HD Mineral Foundation Stick
£54.00
A 4-in-1 cream foundation stick providing buildable coverage, for a natural, all-day radiance. Longwearing mineral makeup infused with hyaluronic acid and antioxidants, use as a foundation, concealer, contour, and highlighter.

Select options This product has multiple variants. The options may be chosen on the product page
Sale!
Hydrate Cleanser
Original price was: £28.60.Current price is: £24.00.
Free from sulfate surfactants, parabens & silicones
It’s a transparent cleanser that moisturizes normal to dry or curly hair
It moisturises normal to dry or curly hair and brings back elasticity and bounce
Hydrate Cleanser is also available in a 250ml refill format. Visit our salon finder to find your closest Authentic Beauty Concept Salon with our Refill Bar.
Sodium C14-16 Olefin Sulfonate is the substitute for sulfates and cleanses the hair while providing a rich, caring foam.

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Sale!
Hydrate Limited Edition Gift Set 2025
Original price was: £60.15.Current price is: £52.00.
Discover the new Authentic Beauty Concept Limited Edition Set for 2025

Premium gift tin box with a vibrant design by WOUF, featuring Hydrate Cleanser, Conditioner duo & Scrunchie

The set contains

1x Authentic Beauty Concept Hydrate Cleanser 300 ml and

1x Authentic Beauty Concept Hydrate Conditioner 250 ml.

Add to basket
Sale!
K18 DAMAGE SHIELD pH protective shampoo
Original price was: £39.00.Current price is: £28.00.
A colour-safe, protective shampoo to maintain hair health + strength
A colour-safe, pH-optimized shampoo with the patented K18PEPTIDE™ to effectively cleanse while maintaining hair health and protecting hair from damage. pH-optimized formula helps reduce excess swelling of the hair cuticle during washing to help prevent frizz, preserve colour, and enhance shine. Scalp microbiome-friendly and gentle enough to use every time you cleanse.

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Sale!
K18 PEPTIDE PREP™ detox shampoo
Original price was: £39.00.Current price is: £28.00.
A colour-safe clarifying shampoo formulated with K18PEPTIDE™.

A colour-safe clarifying shampoo with skincare-inspired ingredients + microdosed with the patented K18PEPTIDE™ to nourish hair while removing buildup for a clean, healthy hair canvas.
- pH optimised
- clears excess buildup
- 17 ingredients + patented peptide
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Luminous Brightening Concealer
£39.00
With its light to medium coverage, this liquid concealer corrects, perfects, and highlights, for a radiant, second-skin effect. Use as concealer, highlighter, or under eye brightener.

Select options This product has multiple variants. The options may be chosen on the product page
Luminous Liquid Foundation SPF 18
£65.00
For longwearing, lightweight luminosity, this mineral foundation delivers all-day radiance. Powered by SPF and antioxidants for protection from aging environmental stressors, it imparts sheer to medium coverage, smoothing and correcting any imperfections.

Select options This product has multiple variants. The options may be chosen on the product page
Oil Free Camouflage 3.1g
£37.00
Correct and conceal any tone or textural concerns with this effortless, versatile oil-free concealer. Soothing and protecting skin with anti-aging antioxidants, this buildable formulation offers a skin-finish effect.

Select options This product has multiple variants. The options may be chosen on the product page