Shop North Authentic

PERSONALIZED HAIR CARE

Discover your expert-recommended haircare routine

QUIZ

Join us as we take a stand against toxins in hair care and beauty. Our curated collection is for the woman who is her own heroine. She is intentional and conscious of everything she does, down to what she puts on her skin.

OUR CONSCIOUS STANDARD

In an unregulated industry, we source with the highest standards to keep your hair care routine clean.

Barred Ingredient List

TESTING FOR CONSISTENCY

No "pinky swear" oversight here. North Authentic tests products yearly to ensure every ingredient in the bottle is on the label.

Our Approval Process

PERFORMANCE GUARANTEED

We test hundreds of products once they have passed our conscious standard to ensure they perform at the most optimal levels.

Find Your Haircare Routine

why north authentic

ways to shop

We take the guess-work out of your hair care routine. Whether you are searching for a curl-enhancing styling product, strength-building treatment, or frizz-fighting hair mask, we’ll help match you with the products your hair has needed all along. And it gets better - we do rigorous vetting and testing of hair care products so that you don’t have to. Explore our two ways to shop and discover the best hair care routine for you!

Ask an expert

hair consultation quiz

Take advantage of a shopping experience personalized just for you. Much like an in-person consultation at the salon, we’ll ask you key questions to understand your hair goals and recommend a hair care regimen specific to you.

hair quiz

get specific

Defined shops

Navigate through our thoughtfully curated clean collections and discover the best products customized for you. Use our expert-created filtering system to choose your hair type, texture, goals, and concerns.

shop now

90% of women have 9 products under their sink they don’t know how to use

60% of women are unhappy with their hair

We’re here to make sure you’re not one of them.

MEET YOUR MATCH

new product alert!

Olaplex No. 0

INTENSIVE BOND BUILDING TREATMENT KIT

Professional-inspired treatment that primes hair for deeper repair with the highest dose of patented OLAPLEX technology in any take-home product. Limited edition kit contains a N°3 30ml.

shop