Product Spotlights

Product Of The Week | ABC’s Textured Hair Heroes

September 11, 2023

Authentic Beauty Concept Launches THREE Textured Hair Heroes

AUTHENTIC BEAUTY CONCEPT is a holistic premium brand co-created with a unique hairdresser collective to start a new path to authentic beauty – the #authenticbeautymovement is a community that believes in the same shared values.

Product Of The Week | ABC's Textured Hair Heroes

As part of our ongoing commitment to embracing inclusivity and celebrating natural beauty, Authentic Beauty Concept has expanded the Hydrate range to include three brand new products. Our new textured hair heroes are designed to enhance the most diverse natural hair textures, from the softest waves to the tightest coils. Whether your curls have been neglected and need help to be restored to their natural best, or you have experienced damage as a result of heat styling or chemical processes, the new trio of products offer formulas to get your texture back on track.

Co-created with influential curl expert and US salon owner, Evan Joseph and validated with our knowledgeable #authenticbeautymovement community in extensive workshops, the versatile products can be mixed and matched with each other, or with the rest of the Authentic Beauty Concept range, to achieve targeted results for every client’s individual hair texture. Designed to enhance the natural pattern of your hair, each product offers a solution for wavy and curly hair, with ingredients to help to seal the hair shaft, helping your style to appear smoother and frizz-free. Think greater definition with zero crunch, plus anti-porosity for a weightless finish. Used independently or combined, the products add bounce and strength back into your curls, helping restore the shape – ideal if you are on a journey to regain your natural texture.

Product Of The Week | ABC's Textured Hair Heroes 1

Matt Surplice, Authentic Beauty Concept UK advocate, curl expert and salon owner said “The curl range by Authentic Beauty Concept is making premium haircare more inclusive, ensuring professionals have incredible products for every hair type. This new range is rich in moisture for ultimate curl definition without being oily or heavy. It works throughout the curl spectrum from waves to tight coils, which is exactly what the range needed. The current portfolio has always worked well on natural curls, but this has added that element of sealing the moisture in to give those curls extra longevity.

All three products are formulated with sustainably sourced Murumuru “Butter” and Linseed Oil, both known to nourish and strengthen the hair. Murumuru “Butter”, a natural emollient, is renowned for its moisturising properties and offers natural protection from sun damage, heat and other harmful compounds. Linseed Oil is rich in Omega-3 fatty acids, which help enhance the hair’s moisture content while strengthening. This powerful ingredient is also a rich source of vitamin E, B1, B2, B6, and biotin, which together help enhance the hair’s elasticity.

Every curl is different – and so are you! Authentic Beauty Concept believes in individuality and our newest range allows you to embrace your authentic texture, with a ritual that suits you and your style:

Authentic Beauty Concept Hydrate Intense Treatment

Product Of The Week | ABC's Textured Hair Heroes 2

For a hit of intense nourishment whenever your hair needs it. With its rich formula, this intensely hydrating treatment mask deeply moisturises and increases manageability, while enhancing the natural shine of your hair. Suitable for all hair textures, as well as coloured hair, curls are defined, frizz is reduced, and your style is left feeling lightweight and silky-soft. Apply to clean, damp hair and leave in for 5-10 minutes before rinsing thoroughly.

Authentic Beauty Concept Hydrate Curl Enhancer

Product Of The Week | ABC's Textured Hair Heroes 3

A deeply-hydrating leave-in gel with a lightweight formula to perfectly define curls – without crunch! Offering our highest level of curl definition plus medium hold for curls and coils, the jelly consistency is easy to apply, protecting hair from humidity, reducing frizz and enhancing natural shine. The hair’s surface is smoothed, and curl shape is accentuated, with a soft finish and flexible hold. To use, apply to damp hair before styling, distributing evenly from roots to ends.

Authentic Beauty Concept Hydrate Smoothing Serum

Product Of The Week | ABC's Textured Hair Heroes 4

Lightweight and deeply hydrating, this water-based serum reduces frizz and smooths the surface of the hair. For beautiful curl definition without heaviness, this nourishing serum enhances shine, leaving hair feeling silky soft. Use on damp or dry hair, applying a small amount of serum through lengths and ends and repeating as needed.


To learn more about the new textured hair heroes and all product lines, as well as the brands commitment to sustainability, explore the AUTHENTIC BEAUTY CONCEPT website:

You can also join and connect with the AUTHENTIC BEAUTY CONCEPT community online via @AuthenticBeautyConceptUK on Instagram, Facebook and YouTube and the #authenticbeautymovement hashtag.

AUTHENTIC BEAUTY CONCEPT Hydrate Intense Treatment, Hydrate Curl Enhancer and Hydrate Smoothing Serum will be available from September 2023.

 RRP starting from £37.60/ €42.80