meet north authentic

Your guide to consciously kickass hair.

CONSCIOUS CHOICES AND CAMERA-WORTHY HAIR CAN COEXIST.

We all want to be healthy. We all want to save the planet. But let’s be real, there’s one thing we won’t sacrifice for the cause: Our beauty. That hair’s gotta look good, y’all.

Contrary to popular belief, you don’t have to choose between vanity and your conscience. We’re here to show you how to let them both live happily ever after, by recommending the non-toxic hair products that will give you the best looking, best feeling (and probably best smelling) hair of your life.

CLEAN ROUTINES PRESCRIBED FOR EVERY MAGNIFICENT MANE.

Believe it or not, only 3% of hair stylists actually recommend products to their customers. That means 97% of people are cluelessly putting all kinds of junk on their heads that’s damaging, doesn’t work, contains toxic chemicals, or all of the above. WHAT?

We’re great at knowing what your hair needs— and we want you to know it, too. Take our Hair Consultation Quiz to get a complete routine of killer clean products that’ll make you legit fall in love with your hair.

THE HIGHEST STANDARDS FOR YOUR STRANDS.

We set an insanely high bar for every product we carry. Each one has to not only be 150% free of any chemicals or toxins, but it also needs to work wonders for your hair.

As pro stylists and residents of Earth who are passionate about cleaning up the industry, we’re the resource you can trust to know which products are worth the purchase.

WE’LL NEVER LEAVE YOU (OR YOUR HAIR) HANGING.

Hair is hard! We get it. Once you buy a product, you still need to know what to do with it. That’s why we make educating you a big part of our mission. As a North Authentic client, you’re free to reach out to us with questions any time. You’ll also find a ton of great tips on our blog and social channels, so be sure to follow us there.

NO ONE SHOULD HAVE TO COMPROMISE THEIR HEALTH OR THE ENVIRONMENT TO FEEL PRETTY.

CONSCIOUS REBELS IN A TOXIC INDUSTRY.

We carry brands that share the same values we do: A commitment to clean ingredients, sustainable operations, and incredible hair. We’re always on the lookout for more great brands that fit the bill. If you’re one of them, don’t hesitate to reach out.

how we operate
CHANGE OF ANY SIZE CAN CHANGE THE WORLD.

Although we’re a small business, we believe in the power and global impact our choices can make. From brand partner selection to packaging, we’re careful to make conscious decisions at every step of the supply chain.

Your choices matter, too. When you buy even one product from North Authentic, you’re voting with your dollars—taking a stand for the environment and better industry practices.

meet our founder, natalie
A STYLIST WHO’S QUALIFIED IN MORE WAYS THAN ONE.

I’m a veteran hair stylist, health-conscious person, and lover of planet Earth. This combo led me to transform my salon, North Salon in Southern California, into one of the first zero-waste salons in the country. Little did I know, this was not to be the end of my conscious journey.

In January of 2019, I was diagnosed with Hashimotos—a disease that seemed to be becoming standard-issue among the population. Around this time, I was also witnessing an alarming number of my clients, friends, and family falling ill with autoimmune diseases and thyroid issues. What was happening? This drove me to dig for answers.

BYE, TOXINS

Blood tests revealed a dangerously high level of toxins in my body. That’s all I needed to see to start eliminating chemicals from anywhere in my life that I could.

I discovered they were everywhere—from the products in my shower to my living room furniture. It was shocking. In order to truly eradicate toxins and get a handle on my health, I had to make major changes in everything I did, and everything I purchased.

To save my health, I became an expert on the ingredients we find in everyday products (hello, tertiary butylhydroquinone). I wasn’t going to let any sneaky marketing or misleading labels get past me….not anymore.

BECOMING A CLEAN HAIR CARE EVANGELIST

Still styling clients every day, I found a passion for sharing my knowledge. I combined my new toxin expertise with my decades of hair expertise to educate my clients on the ideal clean hair care routine for them. I recommended full suites of products to care for their specific hair type and goals...and the results were nothing short of amazing. My clients loved getting a tailored “roadmap” to great hair, and they didn’t miss the chemicals one bit.

AND THEN...A SHUTDOWN

2020 rolled around and we all know what happened then. Unable to work in my salon, I realized I had the time to create a web platform to support people all over the world with the same recommended hair care regimens I had been giving to my personal clients. I built North Authentic’s mission around three major pitfalls in the hair care industry:

1. People are shopping for hair care products with little knowledge of what to buy. Only 3% of hairstylists discuss products with their clients. This shocking number means most women blindly walk into big box stores and purchase products because they like the bottle or the smell...neither of which have anything to do with how that product is going to perform on your hair.

2. Hair care takes a backseat to skin care. Cosmetic retailers invest millions of dollars each year in beauty counter reps to help you find that perfect lip gloss or foundation—but hair care products are still just lonely bottles on a shelf. When people are looking for help on what hair products to invest in, there’s no one to turn to.

3. The “clean beauty” movement forgot about hair care. Most “clean beauty” retailers will have some hair products, but the choices are few. Hair is like the forgotten stepchild. Considering most hair products include toxic ingredients and endocrine disruptors and the scalp is one of the most absorbent parts of your skin (like a sponge, for real), this is a major miss.

LET NORTH AUTHENTIC BE YOUR GUIDE

It truly is my mission to help as many people as possible find hair products that make them feel gorgeous and confident—without compromising their health or the planet. I hope you’ll join me in making the world a less toxic (and more gorgeous) place.

XO,
Natalie Palomino