Conscious Hair Care

Hair care Quiz

Turn your mane over to the experts. With just one quick quiz, we give you a complete routine of killer clean products that’ll make you legit fall in love with your hair.
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What's your hair's love language?

Smoothing, Nourishing, Volumizing?
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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. 

Baby, It's cold outside

winter hair care essentials

Hair and scalp feeling dry? We bet. Winter can cause more dryness, frizz, and maybe even breakage. Yikes! Change up your season hair care routine to add much needed moisture.

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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.

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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.

Start the Quiz

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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.

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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.

Read her story

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.

Hair Crimes List

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. 

Our Approval Process

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)

Find Your Haircare Routine

north authentic rewards

Now you can earn conscious points and redeem them to save on future purchases.

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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

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"Great Customer Service!! This is authentic product that I love to use on my dry bleached brittle hair. The customer service is great I definitely recommend getting all your hair products from here."  Leslyann Batista

SHOP DRY HAIR

"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

SHOP OLAPLEX