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.

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THE HIGHEST STANDARDS FOR YOUR STRANDS.

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

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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.

MEET OUR FOUNDER, NATALIE

A STYLIST WHO’S QUALIFIED IN MORE WAYS THAN ONE.

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