The Natural Choice

At the heart of Authentic Beauty Concept is a community, one that believes in the same shared values. Co-created with a unique hairdresser collective to start a new path to authentic beauty, this is a brand that values the real over the artificial. Think carefully selected, pure ingredients, authentic hairstyles suited to each individual, real and honest direct discussions around what is important – to stylists, to clients, to the wider world.

by JOANNA | INFORM

All of this is a response to the modern consumer, experiencing life in the new now. They want true experiences, moments of genuine self-care, to feel beautiful without applying traditional beauty norms. There’s a palpable desire for truth and authenticity, and as valued beauty experts in your community, you are perfectly placed to support them – and your team and colleagues – to find a more natural way to work, to live, to connect.

Authentic Beauty Concept’s committed to pure, silicone free, high-performance haircare and ethical and sustainable beauty solutions. In many partner salons, you’ll find Authentic Beauty Concept refill bars, encouraging clients to reuse and refill for a more sustainable approach to everyday beauty. Rooted in pampering rituals, their in-salon Memento services help hairdressers bring out their client’s inner beauty through a unique sensorial journey with premium ingredients, blissful products and a relaxing, spa-like experience. Clients choose the perfect service depending not only on their needs, but also on their mood.

With this commitment to authentic hair, slow living, pure formulas and mindful experiences, Authentic Beauty Concept are delivering a premium and vegan alternative that’s powered by naturally derived ingredients. A perfect example? The elevated Replenish range, relaunched to deliver intensive repair to enhance and restore damaged hair. Infused with powerhouse ingredients, including sustainably sourced Laos rice water and shea butter, the line-up replenishes and strengthens without overburdening the hair. But it’s not just what’s in the bottle that’s been improved; its sustainable packaging now includes Braille print and a NaviLens code for better accessibility for blind and visually impaired consumers.

Authentic Beauty Concept is a movement – hairdressers and artisans sharing the same values that build on today’s beliefs and individual experiences. The mindset is ‘be yourself’ – real, direct and open. Honesty is attractive; individuality and character are what gives us beauty. 

Loose textures, carefully created canvases for beautiful hair and styling products with a ‘no styling’ approach that almost invisibly enhance hair – it’s all about building on the natural beauty that already exists. Effortless in every way, perfectly imperfect, crafted quality… and beautiful, touchable hair.

Do you crave a different approach? One that’s still premium but that enables you and your client to block out the noise of the busy world around, creating moments and experiences worth remembering? Are you looking to belong to a community that shares, supports, empowers, frees? It’s the natural choice – join the #AuthenticBeautyMovement.

Replenish Split End Remedy

Housed in an on-trend butter yellow tube, this restorative leave-in balm in the relaunched Replenish range boasts plant-derived sealing technology that seals split ends and reduces frizz with 230°C heat protection too.

Do what feels natural – join the #AuthenticBeautyMovement at authenticbeautyconcept.co.uk
and follow @AuthenticBeautyConceptUK

What We Loved About The Moroccanoil Collective 2025

Creative HEAD hit up Las Vegas with Joy Salon Services – this is what we brought back (along with a lot of merch)

by AMANDA | INFORM

There are plenty of reasons to visit Las Vegas – Elvis impersonators, 24-hour casino buffets, quickie weddings – but Moroccanoil give their community an irresistible cause… The Collective! This is an inspirational event to drive both creativity and business, while also including the brand’s Global Hair Competition and plenty of fun (think pool parties and club nights sprinkled in among the workshops).

Joy Salon Services, the UK distributor of Moroccanoil, hosted a contingent of stylists and salon owners, along with Aston & Fincher, at this second Collective event, at the jaw-dropping Fontainebleau. And no one left disappointed – this is what blew us away from The Collective event this year…

Gareth Williams and Oana Cioufu

The Workshops

Attendees had the opportunity to choose from an amazing array of practical workshops, and we got to sit in on four belters. Starting with Nancy Dobell’s The New Normal – she’s the senior global director of business and brand development at Moroccanoil – we got a brilliantly helpful insight into consumer beauty and shopping trends and how salons can maximise the opportunities they present – Nancy had even devised an exclusive AI programme to help attendees come up with service menus around key calendar dates and themes.

On the subject of AI, Social Beauty Makers podcast host, Gordon Miller, lifted the lid on how best to maximise the different AI platforms out there, showcasing both the creative opportunities (animating still imagery) and the business possibilities (we met his AI assistant, Mary!).

Curl Explosion with Greg Gilmore and Tatiana Dudley shared some wonderfully useful techniques and tips for textured clients, while the UK’s Gareth Williams (joined by Oana Cioufu) revealed some dimensional blonde techniques that anyone in the audience could take straight back to the salon and start earning from.

Nicole Wilson, Global Hair Competition winner 2023

The Opportunity

The Collective includes Moroccanoil’s Global Hair Competition, with the finalists given the chance to present a collection on stage and work with theMoroccanoil team backstage at the iconic Eurovision. The overall winner? Well, they scoop $10,000, a salon retail package worth $5,000 and $2,500 of education at the Moroccanoil Academy in New York. Not bad at all – in 2023, Nicole Wilson from Northern Ireland was the winner and presented her models on stage this year in Vegas.

Global Hair Competition winner 2025 Tatiana from Puerto Rico, with Antonio Corral Calero

The Community

With a serious number of global attendees, there’s the chance to engage with salon owners and independent stylists from around the world. The support from the brand is felt throughout, and audience members we spoke to discussed how being part of Moroccanoil truly felt like a family, with pees that share ideas and lift up others. And there was no better example than the reaction to the Puerto Rico’s @tati.hair.magic winning this year’s Global Hair Competition – flags and vuvuzelas aplenty!

Robert Ham and Kevin Hughes

The Fun

We cannot undersell just how much fun the Moroccanoil team seems to be having on stage at the evening hair presentations. We’re talking choreographed dances, comedy skits, dream sequences with forest nymphs and a giant AI horse… props to senior vice president of global education, Robert Ham; global creative director, Antonio Corral Calero and vice president of artistry, Kevin Hughes, for being so game (and often in sequins, too!).

Oh, and the welcome pool party, with pina colada ice lollies in the brand’s iconic blue and inflatable Moroccanoil bottles? Yes, that’s how to welcome your guests with style.

The Merch!

The pop-up shop meant that you can put a serious dent in your credit card with all that azure-coloured merchandise – from cosy hoodies (good when the aircon was fierce) to silky dressing gowns to tie-dye tote bags, there was a plethora of goodies to shop (or win, with everyone receiving a voucher to play prize-laden games). Again, this all added to that community vibe, a sea of blue greeting you every time you arrived for the next happening. Very clever indeed…

Abby Whittaker on mic

Oh, and a shout out to Abby Whittaker, director of education for Joy Salon Services, who flew the UK flag on stage during a breakout panel discussion on reputation and education in hairdressing… and received some brilliant audience reaction too!