# Free-From Vegan Haircare Authentic Beauty Concept Makes Cruelty-Free, Plant-Based Products By Laura McQuarrie | Published 2020-04-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/authentic-beauty-concept References: [glossy.co](https://www.glossy.co/beauty/beauty-conglomerate-henkel-launches-new-hair-care-brand-in-the-u-s) [Authentic Beauty Concept](https://www.trendhunter.com/trends/authentic-beauty) is a new [plant-based hair care brand](https://www.trendhunter.com/trends/gold-hair) 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](https://www.trendhunter.com/trends/ag-care), 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 Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 73% | Activity: 85% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### What Makes This Trend Stand Out - **Plant-based Haircare:** Opportunity for companies to create plant-based haircare products that align with consumer values of wellness, sustainability, and cruelty-free. - **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. - **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. ### Sectors Adopting This - **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. - **Sustainability:** Sustainability-focused businesses can explore opportunities in the haircare industry, such as creating ethically-made products without parabens and sulfites. - **Wellness:** Wellness industry can expand into offering haircare products that align with the values of self-care and overall wellness. ## Related on Trend Hunter - [Authentic Hydrating Hair Products](https://www.trendhunter.com/trends/authentic-beauty.md) - [Modern Cruelty-Free Haircare Products](https://www.trendhunter.com/trends/crueltyfree-haircare-products.md) - [Plant-Based Haircare Formulations](https://www.trendhunter.com/trends/plantbased-haircare-formulation.md) - [Affordable Free-From Haircare](https://www.trendhunter.com/trends/salon-quality-haircare.md) - [Vegan-Certified Pet Hair Products](https://www.trendhunter.com/trends/amore-pacific-1.md) - [Vegan Nourishing Skincare](https://www.trendhunter.com/trends/vegan-nourishing-skincare.md) - [Holiday Vegan Hair Bundles](https://www.trendhunter.com/trends/icon-1.md) - [Vegan Personal Care Cosmetics](https://www.trendhunter.com/trends/the-body-shop-vegan.md) - [Plant-Based Curly Hair Products](https://www.trendhunter.com/trends/aveda-be-curly-advanced.md)