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Make Trends Your Business

Make Trends Your Business

Partnership

From rich mochas to peekaboo panels, discover the potential power of harnessing trends – with luxe looks that are coveted by clients

There’s no doubt colour is your salon’s superpower, recharging profits and creativity and thrilling clients in the process. But what will fuel your colour business to the next level? Let us introduce you to the power of trends… and a macro trend that shows no sign of slowing is Expensive Hair, with full beam finishes so flawless and fabulous they shimmer with shine.

For this Creative HEAD front cover shoot project, in partnership with L’Oréal Professionnel Paris, we unleash an abundance of delicious-looking, high-end hues, thanks to the talents of Robert Eaton and Josh Goldsworthy. But more vitally, we uncover the commercial case behind the looks – the importance of understanding what’s trending, the psychology of consumer trends and how you can turn a trend into a brilliant business booster. Let’s see what’s trending right now… 

The Artist: Robert Eaton, creative director, Russell Eaton 

An industry icon and a multi-award winner, Robert’s brief for this project was to deliver two luxury takes on this season’s brunettes, powered by the oil-rich formula of iNOA, which is also ammonia-free. Delivering super shiny results and a scalp that feels nourished, iNOA is a game-changing product for colourists – helping to craft hair looks so glazed and gorgeous they’ll make your mouth water! “Clients are often searching for luxury, both in the service they receive in the salon, and of course, in their hair,” says Robert. “My clients are always looking for high shine, well-conditioned hair. These looks really bring that to life in an accessible way. As colourists, we’ve got a responsibility to create beautiful hair, and also hair that’s well maintained.” 

The luxe look here comes from defined, bouncy, shiny curls for sure, but also from the magical mix of shades. Just like a bespoke suit is a symbol of luxury, personalised blends of tones, delivered by expert techniques, gives this trend a high-ranking status. A combination of ash beige and warmer shades creates a custom colour that pops while enhancing the curl pattern too. And is there a more trending palette right now than brunette? From Mocha Mousse to Ganache Brunette, brown has proven it’s endlessly versatile and ideal for tailoring. From hints of caramel to kisses of copper, brunette offers the scope to curate something rich, deep and reflective that says ‘affluence’ without being loud or overt.  
Shades and Steps

L’Oréal Professionnel Paris iNOA 6.1 + 20 vol; 7.31 + 20 vol; 8.13 + 20 vol; 10.21 + 30 vol

  • Mist hair with Metal Detox Professional Pre-Treatment Spray and comb through, before sectioning the hair into four quadrants
  • Starting at the back, apply 6.1 to the root area melted into 8.31, and 10.21 throughout the lengths and ends
  • Allow the curls to dictate the section pattern by increasing and decreasing the width of each section. Work throughout the head until you reach the hairline
  • At the hairline apply the 8.13 to the root
    Through the mid-lengths and ends of the hairline, alternate between 8.13 and 10.21
  • Develop for 35 minutes
  • Rinse, shampoo and treat with Curl Expression
Brown has dumped the boring moniker and is playing to its strengths – rich tones, glistening gloss, major reflects… When done brilliantly, brunette always looks premium, and this season, those finishes are liquid and luxe. “Expensive Brunette” views on social have seen steady growth in 2025, and Robert’s take on the trend blends notes of caramel, mocha, vanilla and a little warmer cinnamon. That’s deliberate, based on the move towards warmer browns, and those shades illustrate what underpins this trend – those deeply-saturated glazed tones look delicious, rich and sumptuous to achieve an irresistible result that looks almost good enough to eat.  
Shades and Steps

L’Oréal Professionnel Paris iNOA 6.8 + 20 vol back section; 7.8 + 20 vol middle + parting; 7.34 + 20 vol front; 8.31 + 30 vol hairline melted into 8.31 + clear + col vol lengths + end

 

  • Mist hair with Metal Detox Professional Pre-Treatment Spray and comb through
    Section hair from ear to ear and apply iNOA 6.8 and 20 vol root to tip
  • Isolate the hairline 1-inch deep from recession to top of ear
  • Apply 8.31 and 30 vol at the root, and melt through on mid-lengths 8.31 + Clear and 30 vol
  • Create a triangle section with widest part from temple to crown. Apply 7.8 and 20 vol
  • On either side of the head, create two more triangle sections and alternate applications of 7.8 and 7.34 with 20 vol
  • Develop for 35 mins
  • Rinse, shampoo and treat with Vitamino Color Spectrum

Colour AND Treat 

Think of the double duty that a colour appointment can deliver – firstly with that luxurious experience courtesy of iNOA (thanks to its oil-rich, ammonia-free formula) and secondly with the backwash boost of a professional treatment, just like the salon exclusive Deep Conditioner from the new Vitamino Color Spectrum range. And if a client wants to keep that ‘just coloured’ vibrancy locked in, Vitamino Color Spectrum is the ideal take home treat, too! 

Make It Personal 

“Luxury is about personalisation, ensuring that each technique, each colour formulation, is bespoke and personalised to a client,” explains Robert. Curate a perfect combination that can’t be replicated at home, taking into account skin tone, hair type and the ideal blend, to nail ‘Expensive Brunette’ every time. 

The Artist: Josh Goldsworthy, creative director, Goldsworthy’s Hairdressing  

From presenting at industry-facing avant garde shows to flexing his editorial prowess as a busy session stylist, Josh delivers incredible colour results that are bang on-trend and expertly tailored to his loyal clientele. His take on ‘expensive hair’ is rooted in the bespoke, engineered by a business-building evolution of balayage. “Balayage is already a really established commercial look used in salons, but this trend is pushing it into a whole new realm,” explains Josh. “Peekaboo Balayage is about placing subtle and sometimes bolder colours within the hair, just underneath, so you get these pops of colours and iridescent tones. This is that next forward step for clients to try something new, something that gets them out of their usual toner or application and gives them some versatility and the ability to change it up, every time.” 

This iridescent yet creamy soft blonde acts as a veil through the top section of the hair… and then you’re treated to a seasonal surprise with deep slices of the two new pearlescent coral shades from Dia Light. Add a little movement and PEEK-A-BOO! The underneath reveals something more playful and unexpected. Colour can be as bold or as muted as you want, warm or cool – the power of ‘Peekaboo Balayage’ is in its versatility. We’re hooked!

Shades and Steps

L’Oréal Professionnel Paris Blond Studio Purple Lightening Balm + 30vol  

L’Oréal Professionnel Paris Dia Light 10.23 + 9 Volume DiaActivateur; 8.24 + 9 Volume DiaActivateur; 10.24 + 1g Violet booster + 9 Volume DiaActivateur

  • Mist hair with Metal Detox Professional Pre-Treatment Spray and comb through
    Apply full head of highlights utilising fine and medium weaves with Blond Studio Purple Lightening
  • Develop for up to 50 minutes
  • Rinse and shampoo with Metal Detox
  • Isolate 1cm of the hairline. Following the shape of the head, create a star shape on top and apply Dia Light 10.23 from root to tip to these areas
  • Using diagonal back sections alternate between 8.24 and the 10.24 + Violet Booster
  • Develop for up to 20 minutes
  • Rinse, shampoo and treat with Metal Detox

Josh has opted for something more subtle this time, with a palette of honeys and caramels. As the cyclical nature of trends brings us back to the boho vibes of the Noughties, this look is ideal for that laid-back luxe vibe and will simply stun when the sun hits the sparkling mix of shades. “This warm, bronde tone with the copper boosters gives it a really expensive, beautiful feel, and it means you’re not seeing any start or stop point within the highlighted pieces,” says Josh.  

Shades and Steps

L’Oréal Professionnel Paris Blond Studio Purple Lightening Balm + 30vol  

L’Oréal Professionnel Paris Dia Light 9.03 + Copper Booster + 9 Volume DiaActivateur; 8.24 + Copper Booster + 9 Volume DiaActivateur

  • Mist hair with Metal Detox Professional
  • Pre-Treatment Spray and comb through
  • Apply full head of Foiliage utilising a mix of teasy lights and classic balayage weaves with Blond Studio Purple Lightening Balm + 30vol
  • Rinse and shampoo with Metal Detox
  • Working to a centre parting, gloss using 1cm diagonal back sections from front to back. Applying from root to tip, alternate between Dia Light 9.03 + Copper Booster and 8.24 + Copper Booster
  • Develop for up to 20 minutes
  • Rinse, shampoo and treat with Vitamino Color Spectrum

Focus On Versatility 

Peekaboo Balayage is fantastic for those clients who might need a more conservative look for their nine-to-five but then can reveal their playful side through alternative styling. “If you put a wave or a curl through, it’s really going to bring the look alive. It’s so versatile for everybody,” says Josh. This is a technique that works for any client, any hair type, any shade and is an excellent first toe dipped into the world of colour. You can dial up or dial down, depending on the mood – just see how Josh amped it up for the shoot! 

Top Ups And Quicker Services 

That versatility extends to your business, too. “Peekaboo Balayage can stand alone as its own service within the salon, but from a business point of view, we can also look at it for top-up services in between,” says Josh. “Once we’ve got that pre-lightened section in, we’re looking at four- or six-weekly repeat services, which will be express services with a toner that would be cost effective. It’s a real opportunity.” And another positive for business? Clients don’t need to commit to a global colour, meaning a quicker appointment time that frees you up for more clients in your day. 

Build Services Around Occasions 

Peekaboo Balayage is the custom colour Gen Z will crave, encouraging more younger consumers to opt for professional colour. And as the summer rolls closer – think of festivals, parties and events – build services around those occasions, helping to grow your colour business in fresh and new directions.

 

A Creative HEAD shoot in partnership with L’Oréal Professionnel Paris  

Photography Jon Baker, assisted by Ethan Humphries 
Reportage photography and artist portraits Anett Posalaki  
Videography Austen Killingbeck-Jones, assisted by Douglas Cock  
Hair Robert Eaton and Josh Goldsworthy, with additional hair support provided by Phoebe Dean (for Josh), Nicola Chamberlain, Bobbi Murray, Fran Sleighthome, Victoria Strain, Joe Strangward and Cathal Walshe, all for L’Oréal Professionnel Paris  
Make-up Eliza Clarke, assisted by Babi Campos  
Fashion Harriet Nicolson, assisted by Carla Grottola  
Models Valentina Biliosa (Boss), Chelsea Kent (Body London), Phoebe Summer (MMG) and Kay-leigh Rachel Sussman (Zone)  
Editorial Amanda Nottage (Creative HEAD) 
Digital and social media Kelsey Dring and Caitlyn Brandom (Creative HEAD) 
Creative direction and production Joanna Kidd (Creative HEAD) 

Shot at Loft Studios in London  

In A Different World 

In A Different World 

Promotion

In A Different World

Innovative and heavenly to hair health, the new Atmos Professional Stylers from Diva Pro Styling ensure your tailored finish is speedy and shiny – all without damaging your client’s hair  

When you reach for your heated styler, you want to know you can trust it. That it’s going to give you incredible results quickly, and without damaging your client’s hair. Meet the innovative new range of stylers that you can put your trust in – and deliver deliciously different (but always gorgeous) finishes unique to your signature style and bespoke to each client in your chair.  

The new Diva Atmos Professional Stylers herald the next generation of styling, signalling a groundbreaking advancement in pro hair tools. You’ll get unprecedented speed, efficiency and care, all thanks to the intelligent Adaptive Heat Technology that continually adjusts the heat output of the styler’s plates, ensuring consistent heat from root to tip. We’re talking true one-pass styling – that means saving you precious salon time while minimising heat damage for your client. 

With your styler an extension of your skilled expert hand, you need to know it’s going to always deliver. Why should you trust the new Diva Atmos Professional tools? Let’s break it down…  

Heat Recovery? They’ve Got It Nailed!   
With an industry-leading recovery rate of 12°C per second, Atmos is twice as fast as comparable tools, maintaining the precise temperature needed for flawless results.  

Clever Heaters = Better Results  
They use premium MCH heaters for stable uniform temperature, longer lifespan and energy efficiency.  

Healthy Styling, Thanks To Oil Power! 
Floating ceramic plates infused with macadamia and argan oils, alongside keratin, deliver enhanced shine and nourishment, while far-infrared heat protects natural oils.  

Versatile And User-Friendly  
They’re available in four plate widths – 13mm Super Slim Styler; 25mm Standard Styler; 42mm Wide Professional Styler; 51mm XXL Wide Styler. Atmos Professional suits every hair type and styling need, whether hair is short, textured, long or voluminous. The rounded housing makes curling effortless, while silicone heat-protective cool tips keep your fingertips safe!  

Professional Precision  
You have the power thanks to adjustable heat settings from 80°C to 235°C, a three-metre heat-resistant swivel cord and an auto shut-off function. These stylers are reliable and energy efficient.  

You Can Go Global   
Designed with multi-voltage capabilities and a UK/EU plug adaptor, the Atmos Professional Stylers are ideal for worldwide use – great for global travel.  

Brilliant For Business In The Salon   
As a busy stylist, you’ll love the faster, consistent results that cut down on styling time. These stylers also deliver locked-in curls, waves and flicks that last longer. And that clever energy-saving technology means they’re cost effective across the long term. Boom!   

With Diva Pro Styling you have the ideal fusion of cutting-edge technology with practical design, all with one goal in mind – to meet the evolving needs of stylists and consumers around the world. And with the new Atmos Professional Stylers, you have that perfect blend of innovation, efficiency and hair health right at your fingertips, empowering you to create. Showcase your difference with Diva Pro Styling.   

Deliver the different to your client every time, whatever their style, whatever their hair type, with Divo Pro Styling’s new Atmos Professional Stylers. For more information, visit divapro.co.uk.  

@divaprostyling  

Riding The Wave: The Perm Is Back – But Not As We Knew It

Riding The Wave: The Perm Is Back – But Not As We Knew It

Riding The Wave: The Perm Is Back – But Not As We Knew It

Things have come a long way since Dirty Dancing’s Jon and Baby mega-curly numbers

by CATHERNE | DOCUMENTS

At Rhona McCallum Hair in Alloa, Clackmannanshire, curls are definitely on the up. “I’ve noticed growing demand for styling tips for curly hair and beachy waves are beginning to look a little more defined and curled,” says Rhona. “We’ve even started to get clients requesting perms these days.”

Yep, Rhona dropped the P-bomb.

Perms – the mainstay of salon business in the 1980’s – used to be synonymous with stiff, bouffant, larger-than-life ringlets that smelled of damage and demanded moisturising. Three decades later they’re creeping back into salon conversations – but not as we knew them. Condition now comes before style, with modern perm formulations full of caring and strengthening technologies that allow the shape to hold while protecting the integrity of hair.

And this time around, they’re not just for women. Salons are reporting that more men are getting their hair permed than ever before, attracted by the idea of a low-maintenance, wavy look inspired by curly haired style icons such as Gladiator 2 star Paul Mescal, Jeremy Allen White (The Bear) and Hollywood heartthrob Timothee Chalamet, who enjoyed what a body language expert called “his own private date night” with girlfriend Kylie Jenner at the recent Golden Globe awards.

The modern male perm comes with a playful vibe at Woolf, London

“In the last 12 to 18 months we’ve had a real shift with men coming in asking for perms, sometimes as many as three or four a week,” says Joe Mills, owner of Woolf in Kings Cross. It’s meant that Mills has had to dig out his decades-old bag of grey and blue plastic rods (though he now mixes them with Molton Brown-style bendy rods to give a softer result) and train his team in the art of perming including how to use the plastic strips so you don’t get the rubber band marks in the hair (that’s skill!). For the artfully curly results, Woolf charges anything from £75 to £150, depending on length of hair and how many rods are required, “Which is pretty much all profit, once you take your labour charges out,” says Mills, “and once a client gets into having their hair permed they come back to get the roots re-done, so you could be doing a perm every two or three months. From a business perspective, perms are quite a big earner.”

Riding the wave at Woolf. For the full video click here.

Once considered a relic of the past, perms for guys have made an incredible (and somewhat unexpected) comeback, driven by cultural influences from the world of K-pop and social media. Bro perms may be relatively new in the West, but men in Japan and South Korea have been getting their hair permed for decades, and at least since 2020, Korean stars like Jungkook from BTS and Chen from EXO have been setting hearts aflame with their soft curls.

The soft, wavy perm is a staple of the K-pop look, blending a playful vibe with a touch of sophistication. Its top curls are tender and loose; the hairstyle is versatile and can be combed over or worn with a fringe; and the sides and back of the head are faded short with clippers and scissors. For a little more money, a client can choose what’s known as a down perm, which relaxes and flattens stubborn strands that stick out, creating a smoother appearance.

But the real brisk trade in male perms is driven by Gen-Z boys and TikTok. At first it was atrendy look for influencers with straight hair, like US social media sensation Jacob Sartorius and the adored and eagerly watched Nic Kaufmann, who back in 2020 posted an “I might have got a perm” video. Then the pandemic happened, salons and barbershops shut down, and a lot of the e-boys ended up on TikTok just as their already-long-on-top hair was growing out. And as straight and wavy hair grows, its weight can drag a voluminous look down. So, what’s a TikToker to do? Get a perm.

“God help you if you don’t neutralise properly. Back in the day, when I was an assistant, if I didn’t neutralise a perm, I got it in the neck!” – Joe Mills, Woolf London

And what a look: a pile of fluffed curls, with stacked layers for height and a deep fade on the sides and in the back. “I don’t even know if this haircut has a name,” says Mills, “and I don’t think anyone’s actually claiming you need to go and get a perm but I think kids with straight hair are saying, ‘I want curly hair’ and either their peers or their mum is turning round and going, ‘Well, you need to have a perm.’ And they’re not going to a barbershop for that look, they’re going to Toni&Guy. It’s a shift that reminds me so much of how I used to go to the barbers with my dad when I was growing up and then, when I was about 12 or 13 and I wanted highlights and a wedge, I went to my mum’s unisex salon. I’m not saying that barbers can’t perm, but when it comes to technical services people tend to look for those in mainstream salons.”

One thing’s for sure, these Gen-Z boys are definitely into their hair.

“The current crop of teens – and I’m talking from 14 to early 20s – they really know what they want. Their identity is really locked in,” says Mills. “My son and his mates, they’ve all got their own hair products, they’ve got their own hairdryers, they know what they’re doing. There was a period of time when a lot of the barbering haircuts were pretty low-maintenance from a regime point of view, whereas for this look, you definitely need to put the work in.”

So, the perm has evolved, just like its clientele. But the killer question: what about the smell?“Oh god, it’s still just as bad as ever,” says Mills. “There are perms out there where they’ve managed to get rid of the smell, but we noticed that often those perms drop out quickly. So,we use the old-style formulations because perming is quite a labour-intensive process and you don’t want to take a chance on using a product that’s not going to work and cost you twice the amount of time, right? And as any hairdresser of a certain age will remember, knowing when a perm is ready – when you’ve got exactly the right amount of curl – that’s all done by eye. And god help you if you don’t neutralise properly. Back in the day, when I was an assistant, if I didn’t neutralise a perm, I got it in the neck!”

The Return of the Perm

They renamed the perm the form service, now they’ve reformulated the chemicals to make it safer and friendlier. Meet the modern perm formulations:

Dulcia from L’Oréal Professionnel Paris has a cult following in perming circles, thanks to its consistent results. Choose Dulcia Advanced for firm, bouncy curls, Dulcia Advanced Tonique for modern, ultra-conditioned waves, and Dulcia 0 for natural and resistant hair, complete with single use neutraliser. The rest of the family is back by popular demand, with 1 for “Natural” hair, 1 Tonique for “Natural” hair and 2 Tonique for “Sensitized” hair. All available in 75ml single use bottles, with one-litre Neutraliser sold separately at the L’Oréal Partner Shop.

Wella Professionals have two different perming kits, each containing a perming lotion, neutraliser and per-perm treatment. Creatine+ Curl for bouncy curls, and Creatine+ for natural waves both come in variants for resistant and sensitised hair, with high-conditioning agents to leave hair with extra elasticity, bounce and shine and a new redberry rose fragrance that helps to create a more pleasant perming experience for clients!

Available from the Wella Professionals Store.

As you would expect from a brand focused on sustainability and respect natural beauty, the professional curling and waving systems from Davines deliver beautiful, natural movement while respecting the health of the hair. Use the ammonia-free Balance Curling system to achieve uniform, shiny, soft results from roots to ends, while the Bouclé Waving system ensures soft and natural curls that retain elasticity and volume over time. Formulas are enriched with cysteamine, a natural active ingredient that has a structure similar to that of hair and creates a natural waving.

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Saddle Up And Style

Saddle Up And Style

Saddle Up And Style

Promotion – BaByliss PRO

BaByliss PRO is the home of iconic precision tools that empower professionals the world over to deliver dazzling looks on the daily. Always evolving, always advancing, it’s time to say howdy to its latest professional styler – STILISTA

by AMANDA | INDUSTRY NEWS

Whether you’re styling urban cowboys or Dolly Parton wannabes, BaByliss PRO has a tool in its arsenal that will amplify your creativity and your results, every time. And because it’s always innovating to ensure you have exactly what you need, there’s a new tool making its home on the range…

STILISTA is an advanced professional styler that’s perfectly engineered for optimum heat and control to create flawless long-lasting styles in an instant.

Advanced Ceramic Technology gives you more power, speed and responsiveness. We’re talking faster heat up – up to 190°C in just 30 seconds! – and instant recovery to maintain a constant temperature and exceptional heat distribution over the entire surface of the plates. That means it delivers better styling and long-lasting results. Yee-haw!

 

Crafted from titanium, one of the strongest and most durable materials, floating plates deliver outstanding heat transfer for perfect straightening in just one stroke… even at lower temperatures. Its curved design and its stay cool housing gets you right into the roots, bang on for boost lift and volume. That new rounded exterior also means you can wave and curl effortlessly.

There’s a treasure trove of tech, as high-capacity ionic technology creates smoother, softer and shinier hair for a long-lasting sleek finish no one will want to hide under a Stetson.

Versatile, high-performing, impactful – STILISTA is the BaByliss PRO styler you need in your holster, whether you’re in the salon, on set or in the studio.

“Oh my goodness, wait til you get your hands on the STILISTA. This is incredible. It’s an amazing multi styling tool” Michelle Sultan, BaByliss PRO ambassador

Wherever your styling journey takes you – from Quiet Luxury to Cowboy Core and beyond – create and innovate every time with STILISTA from BaByliss PRO. Discover more at babyliss.com

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Believe in Authentic Beauty

Believe in Authentic Beauty

Promotion – AUTHENTIC BEAUTY CONCEPT

Believe in Authentic Beauty

AUTHENTIC BEAUTY CONCEPT was inspired by hairdressers, artisans and people who share the same values. Will you join the movement?

AUTHENTIC BEAUTY CONCEPT Styling products

A desire for truth and authenticity – that’s what today’s modern consumers are searching for. They’re eschewing over-engineered formulas, over-glamourised and filtered hair looks, craving real and honest discussions instead of corporate speak. Shared beliefs, an eye on sustainability, community – this is life in the new now.

This is AUTHENTIC BEAUTY CONCEPT, a holistic, premium brand inspired by hairdressers, artisans and people who share the same values. Something honest, simple and made with carefully selected ingredients, AUTHENTIC BEAUTY CONCEPT has curated a range of hair and body products that fit with today’s beliefs. This is a brand that people can relate to, nourishing their salon experience and home beauty rituals to a new level, powered by beliefs that chime with your clients today…

AUTHENTIC BEAUTY CONCEPT Glow range

We believe in… pure formulas

What is left out is as important as what’s put in. Its care and styling formulas are created with a free-from philosophy; they are free from sulphates,* parabens, silicones, mineral oils and artificial colourants. Natural ingredients are extracted gently while preserving their benefits. This is nature meeting science…

We believe in… a no-filter attitude

AUTHENTIC BEAUTY CONCEPT was created as a movement with hairdressers and artisans sharing the same values, that build on today’s beliefs and individual experiences – this is a unique community embracing a new attitude towards beauty. The mindset behind the #authenticbeautymovement? ‘Be yourself’.

We believe in… authentic hair

The hair of today follows a new language, celebrating the free and unique textures of true beauty. It’s what you don’t see that makes the difference; care products create the canvas, styling products invisibly enhance authentic hair with a ‘no styling’ approach. It’s about building on the natural beauty that is already there. Effortless, crafted quality – a reduced luxury.

We believe in… a mindful experience

A mindful moment is about connecting inner and outer beauty through real experiences, reconnecting with yourself. AUTHENTIC BEAUTY CONCEPT empowers the hairdresser to create a different, premium in-salon environment that blocks out the busy, crafting a moment to remember – a memento. The in-salon Momento Menu delivers a unique sensory journey with premium ingredients, blissful products and a relaxing, spa-like experience… with take-home treats allowing guests to follow their bliss back in their own bathrooms.

Carefully selected, pure ingredients. Real hair styles. Honest discussion. Artisan skills. Unique experiences. Shared beliefs. This is the new now – the authentic beauty movement. It just needs you to be part of it, too…

Recycle and Reuse – the AUTHENTIC BEAUTY CONCEPT way

Sustainability runs through the core of AUTHENTIC BEAUTY CONCEPT, enabling your salon to do more to protect the planet’s future:
• A partnership with Green Salon Collective aims to raise the standards of sustainability across the industry. From events to share and inspire sustainable salon practices to discounted services for AUTHENTIC BEAUTY CONCEPT salons to recycle the traditionally impossible (hair, foil, colour tubes, towels) alongside plastic, paper, PPE, chemicals and general waste.
• There’s also access to GSC education on waste, energy, water, and food, as well as staff policies and social responsibilities.
• But it’s not just about recycling; salons can introduce an AUTHENTIC BEAUTY CONCEPT refills bar to encourage clients to reuse their mindfully packaged bottles and tubs, often at a reduced retail price. Clear action, clear impact – beauty has. never behaved better

Join the #AUTHENTICBEAUTYMOVEMENT via authenticbeautyconcept.com and @authenticbeautyconceptuk on Instagram, Facebook and YouTube

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