Thoughtful hair care products are a combination of cutting-edge science, carefully chosen ingredients and a journey of constant discovery. Find out how these elements found their way into Authentic Beauty Concept’s highly effective formulas.

From almost the dawn of time, man has been in pursuit of healthy hair. Cultures around the world have long used plant power to achieve glossy tresses, applying everything from nut and seed oils to fruit pulp and crushed herbs to their locks. With time, as understanding of science and technology improved, Authentic Beauty Concept has found increasingly sophisticated methods to harness that power. Likewise, ingredients have evolved from rudimentary combinations to specialised formulas. Authentic Beauty Concept products are formulated with a special combination of purified natural extracts.

Pure Formulas: Authentic Beauty Concept believes what you leave out is as important as what you put in. Their products are vegan as well as free from sulfates, parabens and silicones. Products with integrity. Pure, natural, simple, pleasant, carefully selected.

Authentic Hair: It’s what you don’t see that makes the difference. It’s about enhancing the natural beauty that is already there. Effortless in every way, perfectly (im)perfect loose textures.

No-Filter Attitude: The mind-set behind the Authentic Beauty Movement is ‘be yourself’. It’s about being real and open. Honesty is attractive. Their individuality and character are what gives us beauty.

Mindful Experience: Look within to reconnect with yourself. Authentic Beauty Concept creates an environment - a memento - that blocks out the noise of the busy world around. When you’re present in the now that’s when you rebalance your mind and soul bringing out your inner beauty to truly express yourself.

If you have any questions or would like more information about the Authentic Beauty Concept products we carry, please contact WCB Customer Service or your Sales Representative at WCB.