AUTHENTIC BEAUTY CONCEPT
NewThe haircare brand from Hamburg, Germany, was developed in 2019 by renowned British hairdressers Jody Brooks, Dan Mewies and Anthony McMeiken in collaboration 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 series stands for authenticity and focuses on vegan formulas free from silicones, sulfates and parabens. The focus is on mindfulness, transparency and conscious consumption. To make the products accessible to all, the packaging is equipped with Braille and NaviLens codes.
