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.
Your Guide to Consciously kickass hair
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.