Authentic Beauty Concept
Honest hair care. Vegan. Salon-exclusive.
We've chosen Authentic Beauty Concept to give you results without the extras: clean, vegan formulas free from silicones, sulfate surfactants, parabens, mineral oil and artificial dyes – focusing on effectiveness and feel in your hair.
We believe in clean ingredients
What we leave out is just as important as what we include. Powerful vegan ingredients, clean and carefully selected.
Vegan formulas
Registered with The Vegan Society™ and listed as cruelty-free by PETA.
Simpler philosophy
Free from silicones and sulfate surfactants for a more authentic hair feel.
Conscious packaging
Up to ~80% recycled plastic (PCR) with a focus on recycling.
Refill concept
Vegan in-salon refill concept available at reception.
Sold at our salon in Östermalm
Buy your complete hair care and styling routine directly from us. We'll help you match the right series with your hair's needs.
Hydrate
For dry hair that needs extra moisture and softness.
Glow
For colored hair that needs shine and color protection.
Amplify
For fine hair that needs volume and body.
Replenish
For damaged hair that needs repair and rebuilding.
How we work with consultation
Quick hair analysis in the chair
Routine in 3 steps (cleansing, care, finish)
Styling that lasts – products you'll love
Follow-up visit & fine-tuning as needed
Popular on the shelf right now
Salt spray for soft beach waves – light texture without a stiff feel, works on multiple hair types.
See all our treatmentsLooking for styling products? Discover STMNT Styling →
FAQ – Authentic Beauty Concept at Studio Asoi
Ready to try?
Book an appointment for a haircut/coloring or stop by for consultation and purchase at the salon – we're at Linnégatan 19, Östermalm.