Conscious choices and camera-worthy hair can coexist.
We’ve done a LOT of homework to find only the most effective clean hair products. You know, the ones that actually work. We don’t fall for fancy labels, sexy ads, or influencer recommendations. As pro stylists, we’ve gotta see the results for ourselves before we pass them on to you.
Our loyalty lies with your hair and we’re here to make it awesome.
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Your Guide to Consciously kickass hair
Do it yourself
No time for a quiz? No worries...
Simply check the shopping filters on the left side of each collection page. Choose your hair type, texture, goals and ingredient preferences to find exactly which products are best for you.
Take the Hair Quiz
End choice overwhelm and get a prescription for hair care that works for you (97% of people never get that from their stylists).
Your hair will look better, feel better, work better, and probably smell better.
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Set it and Forget it!
Save 10% on purchases when you subscribe. Choose to receive your favorite products at 30-, 60- or 90- day intervals and never run out when you need them most.
north authentic memberhsip benefits
Join the Clean Cartel
Join the North Authentic Clean Cartel for Consciously Kickass Hair & Benefits including
15% OFF PRODUCTS, SPECIAL ACCESS, FREE SAMPLES, EXPERT CONSULTS & MORE
OUR CONSCIOUS STANDARD
In an unregulated industry, our standards are strict and we're not sorry.
In fact, they're the strictest in the business. Why?
You’d be surprised at how many so-called “clean” products still contain substances we don’t want anywhere near our bodies.
TESTING FOR CONSISTENCY
No "pinky swear" oversight here.
Your scalp is more absorbent than the skin on your forearms, FYI. So if a product contains even a trace of a chemical from our Hair Crimes List (yes, even one part per billion), we say buh-bye. Cancelled.
PERFORMANCE GUARANTEED
If a product passes our clean test but actually does nothing for your hair? See ya. Also cancelled.
We only carry products that give you fabulous, salon-worthy results (this isn’t clean for clean’s sake)
Our Founder
Created by a stylist who’s qualified in more ways than one.
Owner of zero-waste Southern California salon North Salon, Natalie Palomino has been sustainably styling behind the chair for years. When she was diagnosed in 2019 with Hashimoto’s disease, an autoimmune condition, she took one look at her blood tests and realized her world wasn’t as natural as she thought. From her furniture to her shampoo, she found toxins everywhere—and committed to eliminating them from her life (without saying goodbye to her killer soft waves). Empowered by her discoveries, Natalie founded North Authentic to lead the charge for safer, cleaner hair care.
Here's why customers love North Authentic
Excellent Customer Service!
"I recently placed my first purchase with this company and i am so pleased! I received my order in less than 24 hours. I live in San Diego so i’m close to the facility! I will definitely be purchasing here more often! "Katelyn
Amazing Products!
"The products have been AMAZING I am so so obsessed and have definitely been seeing so many great changes (less frizz, smoother, shinier, looks healthy!)"
Great product, great company!
This was my first time ordering from the North Authentic, and I couldn't believe when my order was shipped within minutes after placing my order. I received my order within three days from across the county. My Olaplex products were all as expected; they are all original and worked perfectly for my damaged hair." Zeynep Williams
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