AUTHENTIC BEAUTY CONCEPT
NewThe German haircare brand from Hamburg was developed in 2019 by an international collective of hairdressers, photographers, stylists, and makeup artists together with Henkel. The team’s expertise — from everyday salon life to Fashion Week — is reflected in the product portfolio. As the brand name suggests, the line stands for authenticity and relies on vegan formulations free from silicones, sulfates, and parabens. The focus is on mindfulness, transparency, and conscious consumption. To ensure the products are accessible to everyone, the packaging features Braille lettering and NaviLens codes.
