Authentic Beauty Concept Makes Cruelty-Free, Plant-Based Products
Laura McQuarrie — April 29, 2020 — Fashion
References: glossy.co
Authentic Beauty Concept is a new plant-based hair care brand that ethically makes products without parabens and sulfites. The brand offers hair products like cleansers and masks with different formulas to support hydration, replenishment or a glow.
Notably, Authentic Beauty Concept is a new brand from German conglomerate Henkel. Ordinarily, Henkel employees work on broad categories like hair care and shampoo rather than specific brands but Authentic Beauty Concept has its own startup-style team. "In order to create a brand that truly fits the way the market is moving, which is toward wellness, mindfulness, sustainability, veganism and cruelty-free, Henkel took the approach of building a brand from scratch," says Matt Lowenthal, Authentic Beauty Concept VP of marketing.
Image Credit: Authentic Beauty Concept
Notably, Authentic Beauty Concept is a new brand from German conglomerate Henkel. Ordinarily, Henkel employees work on broad categories like hair care and shampoo rather than specific brands but Authentic Beauty Concept has its own startup-style team. "In order to create a brand that truly fits the way the market is moving, which is toward wellness, mindfulness, sustainability, veganism and cruelty-free, Henkel took the approach of building a brand from scratch," says Matt Lowenthal, Authentic Beauty Concept VP of marketing.
Image Credit: Authentic Beauty Concept
Trend Themes
1. Plant-based Haircare - Opportunity for companies to create plant-based haircare products that align with consumer values of wellness, sustainability, and cruelty-free.
2. Cruelty-free Beauty Products - Companies can meet growing consumer demand for cruelty-free beauty products through innovative solutions like Authentic Beauty Concept's plant-based haircare line.
3. Wellness-oriented Haircare - There is an opportunity for businesses to create haircare products with a focus on wellness, including hydration, replenishment and natural glow boosting ingredients.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry can move towards utilizing plant-based and cruelty-free ingredients to satisfy growing consumer demands.
2. Sustainability - Sustainability-focused businesses can explore opportunities in the haircare industry, such as creating ethically-made products without parabens and sulfites.
3. Wellness - Wellness industry can expand into offering haircare products that align with the values of self-care and overall wellness.
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